Work

‘Game, Set, Match’: An exploration of congruence in Australian disability sport sponsorship

Year: 2014

Type: article

Abstract: Highlights• Congruence was relevant to all sponsorship management stages, except measurement.• An emphasis was placed by sponsors on mission and value congruence.• Sport for Athletes With Disability (AWD) have its own attributes that can be leveraged by commercial partners.

Source: Sport Management Review

DOI: 10.1016/j.smr.2013.09.003

Authors: Hannah K. Macdougall, Sheila N. Nguyen, Adam J. Karg

Institution: Deakin University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2065663120

FWCI: 6.398

Cites: 92

Cited by: 27

Related to: 10