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Journal articles (2015), European Journal of Marketing, 49 (5/6), pp. 919-942

The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach

This paper aims to examine the impacts of consumer ethnocentrism, animosity and cosmopolitanism on the effects of sponsorships on brand affect and brand trust, using latent growth modelling (LGM) to disentangle the static and dynamic components of brand affect and brand trust. Link to the article

MARC MAZODIER, M.M. and LEE, R. (2015). The Roles of Ethnocentrism, Animosity, and Cosmopolitanism in Sponsorship Effects: A Latent Growth Modeling Approach. European Journal of Marketing, 49(5/6), pp. 919-942.