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Results for Sponsored unit; Total 1

Title

The Congruence between the Sponsor-Sponsored Unit and its Effect on Behavioral Responses

Author

Maher Toukabri, Faouzi Najjar, and Besma Amamou Ya?ch
Citation

Vol. 22  No. 3  pp. 113-128

Keywords

Congruence, Sponsored unit, Brand image, Attitudes, Memorization of the sponsor's name.

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