Explaining and Articulating the Fit Construct in Sponsorship

By Erik L. Olson, Hans Mathias Thjømøe. 2011

194 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/14f72611f36508e955942c80e54b744186260448

Citations in the corpus

• Don't Distract Me When I'm Media Multitasking: Toward a Theory for Raising Advertising Recall and Recognition (2016, unknown): “Congruence , also referred to as relatedness or fit, signifies the degree of similarity between two objects or activities (Olson and Thjømøe 2011).”