Anjala Krishen

Virginia Polytechnic Institute & State University - Department of Marketing

Blacksburg, VA 24061

United States

SCHOLARLY PAPERS

2

DOWNLOADS

392

CITATIONS

0

Scholarly Papers (2)

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
University of Texas at Austin, Virginia Polytechnic Institute & State University - Department of Marketing and Auburn University - Department of Marketing
Downloads 293 (102,781)

Abstract:

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

2.

Event Word of Mouth

Number of pages: 48 Posted: 11 Jun 2014
University of Texas at Austin, Virginia Polytechnic Institute & State University - Department of Marketing and University of Nevada, Las Vegas
Downloads 99 (265,338)

Abstract:

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Keywords: Event-Linked Marketing, Word of Mouth, Sponsorship, Knowledge, Sport Sponsorship, Activeness, Community, Identity