What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence
Moharana, Tapas Ranjan, Roy Bhattacharjee, Debashree, Pradhan, Debasis, Kuanr, Abhisek
Published in Psychology & marketing (01.06.2023)
Published in Psychology & marketing (01.06.2023)
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Journal Article
How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness
Roy Bhattacharjee, Debashree, Kuanr, Abhisek, Malhotra, Neeru, Pradhan, Debasis, Moharana, Tapas Ranjan
Published in International marketing review (12.12.2023)
Published in International marketing review (12.12.2023)
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Journal Article