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.
MARC MAZODIER, M.M., HENDERSON, C. et SUNDAR, A. (2019). The Color of Support: The Effect of Sponsor
"
"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.
Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature empha
"
"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.
Brand sponsorship connects brands with large, passionate audiences. The sponsorship literature empha
"
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2025-02-24T23:21:43.000Z"
"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>
<span class="document-property-authors">MARC MAZODIER Marc MAZODIER, HENDERSON Conor, SUNDAR Aparna<
"
"keywordList" => "<a href="#">brand alliance</a>, <a href="#">color</a>, <a href="#">sponsorship</a>, <a href="#">sports marketing</a>, <a href="#">visual congruence</a>
<a href="#">brand alliance</a>, <a href="#">color</a>, <a href="#">sponsorship</a>, <a href="#">spor
"
"docPreview" => "<b>The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance</b><br><span>2019-01 | Journal articles </span>
<b>The Color of Support: The Effect of Sponsor–Team Visual Congruence on Sponsorship Performance</b>
"
"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>
<a href="https://doi.org/10.1177%2F0022242919831672" target="_blank">The Color of Support: The Effec
"
]
+lang: "en"
+"_type": "_doc"
+"_score": 8.754129
+"parent": null
}