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Title
The Congruence between the Sponsor-Sponsored Unit and its Effect on Behavioral Responses
Author
Maher Toukabri, Faouzi Najjar, and Besma Amamou Ya?ch
Vol. 22 No. 3 pp. 113-128
Keywords
Congruence, Sponsored unit, Brand image, Attitudes, Memorization of the sponsor's name.