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Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive

Nora J. Rifon, Michigan State University
Sejung Marina Choi, University of Texas at Austin
Carrie S. Trimble, Illinois Wesleyan University
Hairong Li, Michigan State University

Suggested Citation

Nora J. Rifon, Sejung Marina Choi, Carrie S. Trimble, and Hairong Li. "Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive" Journal of Advertising 33.1 (2006): 29-42.

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