Using a latent growth modeling (LGM) approach, this study examines the controversial role of perceived sponsor–event fit in inducing changes in brand affect. On the basis of two longitudinal studies related to the 2010 FIFA World Cup and the 2012 London Olympics, the authors determine that fit and brand affect increase linearly over time. Link to the article
MARC MAZODIER, M.M. and QUESTER, P.G. (2014). The Role of Sponsorship Fit for Changing Brand Affect: A Latent Growth Modeling Approach. International Journal of Research in Marketing, 31(1).