Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "12500"
  #_source: array:26 [
    "id" => "12500"
    "slug" => "the-color-of-support-the-effect-of-sponsor-team-visual-congruence-on-sponsorship-performance"
    "yearMonth" => "2019-01"
    "year" => "2019"
    "title" => "The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance"
    "description" => "MARC MAZODIER, M.M., HENDERSON, C. et SUNDAR, A. (2019). The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance. <i>Journal of Marketing</i>, 83(3), pp. 50-71."
    "authors" => array:3 [
      0 => array:3 [
        "name" => "MARC MAZODIER Marc MAZODIER"
        "bid" => "B00791034"
        "slug" => "mazodier-marc"
      ]
      1 => array:1 [
        "name" => "HENDERSON Conor"
      ]
      2 => array:1 [
        "name" => "SUNDAR Aparna"
      ]
    ]
    "ouvrage" => ""
    "keywords" => array:5 [
      0 => "brand alliance"
      1 => "color"
      2 => "sponsorship"
      3 => "sports marketing"
      4 => "visual congruence"
    ]
    "updatedAt" => "2021-09-24 10:33:27"
    "publicationUrl" => "https://doi.org/10.1177%2F0022242919831672"
    "publicationInfo" => array:3 [
      "pages" => "50-71"
      "volume" => "83"
      "number" => "3"
    ]
    "type" => array:2 [
      "fr" => "Articles"
      "en" => "Journal articles"
    ]
    "support_type" => array:2 [
      "fr" => "Revue scientifique"
      "en" => "Scientific journal"
    ]
    "countries" => array:2 [
      "fr" => null
      "en" => null
    ]
    "abstract" => array:2 [
      "fr" => "Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance."
      "en" => "Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature emphasizes the importance of brand sponsor–team congruence; however, prior research has largely focused on the relevance of the brand to the sport or geographic area. This article offers the first real-world empirical investigation of the effects of visual congruence through color matching on sponsorship performance."
    ]
    "authors_fields" => array:2 [
      "fr" => "Marketing"
      "en" => "Marketing"
    ]
    "indexedAt" => "2024-12-26T16:21:51.000Z"
    "docTitle" => "The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance"
    "docSurtitle" => "Journal articles"
    "authorNames" => "<a href="/cv/mazodier-marc">MARC MAZODIER Marc MAZODIER</a>, HENDERSON Conor, SUNDAR Aparna"
    "docDescription" => "<span class="document-property-authors">MARC MAZODIER Marc MAZODIER, HENDERSON Conor, SUNDAR Aparna</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2019</span>"
    "keywordList" => "<a href="#">brand alliance</a>, <a href="#">color</a>, <a href="#">sponsorship</a>, <a href="#">sports marketing</a>, <a href="#">visual congruence</a>"
    "docPreview" => "<b>The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance</b><br><span>2019-01 | Journal articles </span>"
    "docType" => "research"
    "publicationLink" => "<a href="https://doi.org/10.1177%2F0022242919831672" target="_blank">The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.761237
  +"parent": null
}