Browsing Plymouth Business School by Subject "animosity"
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Configuring perceived fit to mitigate consumer animosity in the context of cross-border sport sponsorships. (Taylor & Francis (Routledge), 2020-05-20)Abstract Research question: While cross-border sport sponsorships are widespread, such partnerships introduce a notable complication – consumers in one country may dislike the sponsor’s country of origin (COO). This raises ...