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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