P-ISSN 1534-973X
E-ISSN 2329-9762
Vol. 25, Issue 2, 2015January 01, 2015 CDT
Brand Spillover Effects Within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size
Brand Spillover Effects Within a Sponsor Portfolio: The Interaction of Image Congruence and Portfolio Size
JOE COBBS, MARK D. GROZA, GREGG RICH,
COBBS, J., GROZA, M. D., & RICH, G. (2015). Brand spillover effects within a sponsor portfolio: The interaction of image congruence and portfolio size. Marketing Management Journal, 25(2), 107–122. https://doi.org/10.63963/001c.151100