Sustaining Low-Native-Fit Sponsorship Through Analogical Articulation with Functional Attributes
Brands can deploy analogical reasoning as a means to articulate an incongruent sponsorship and improve fit perception between a property and its sponsor. Nevertheless, challenges remain for sport marketers regarding how best to leverage analogical articulation in sponsorship-linked advertising (SLA)...
Saved in:
| Main Authors: | , , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2025-05-01
|
| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440251336581 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
