Birds of a feather flock together…definition, role and measure of congruence: An application to sponsorship

Nathalie Fleck and Pascale Quester
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Pascale Quester: PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Date: 2007-11
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Published in Psychology and Marketing, 2007, 24 (11), pp.975-1000. ⟨10.1002/mar.20192⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02291877

DOI: 10.1002/mar.20192

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