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Article
Congruence Effects in Sponsorship: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive
Journal of Advertising (2006)
  • 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
Keywords
  • sponorship,
  • cause-related marketing
Disciplines
Publication Date
2006
Citation Information
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 Vol. 33 Iss. 1 (2006)
Available at: http://works.bepress.com/carrie_trimble/9/