Michael S. LaTour

Auburn University - Department of Marketing

Auburn, AL 36849

United States

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Scholarly Papers (1)

1.

This Event is Me!: How Consumer-Event Congruity Leverages Sponsorship

Journal of Advertising Research, Vol. 49, No. 3, pp. 271-284., 2009
Number of pages: 33 Posted: 17 Jan 2012
Angeline Close Scheinbaum, Anjala Krishen and Michael S. LaTour
University of Texas at Austin, Virginia Polytechnic Institute & State University - Department of Marketing and Auburn University - Department of Marketing
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Abstract:

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Congruity Theory, Self-Congruity, Event Marketing, Fashion, Sponsorship, Promotion, Retail