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Attenuating the Negative Effects of Perceived Incongruence in Sponsorship: How Message Repetition Can Enhance Evaluations of an “Incongruent” Sponsor
Dardis, Frank E.Volume:
15
Language:
english
Journal:
Journal of Promotion Management
DOI:
10.1080/10496490902837759
Date:
June, 2009
File:
PDF, 152 KB
english, 2009