Moderating the mediating model of brand slogan-sponsored event congruity, brand trust and brand loyalty: the role of self-congruity and attitude towards sponsorship
Despite the widespread practice of sponsorship, there is a noticeable lack of studies examining specifically brand slogan-sponsored event congruity (BSSEC) and its influence on consumers’ brand trust (BT) and brand loyalty (BL). Thus, the present study examines this issue by applying the theory of c...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2025
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| Online Access: | https://etd.uum.edu.my/12062/2/s903735_01.pdf https://etd.uum.edu.my/12062/3/s903735_02.pdf https://etd.uum.edu.my/12062/ |
| Abstract | Abstract here |