Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?
Abstract
This paper argues that international sport organizations may be able to use value congruity in order to assess the effect of their current corporate social responsibility strategy and develop better relationships with their consumers. Six studies (n = 1197) conducted in the United States and France before and after the 2016 and 2018 Olympic Games revealed that brand-based value congruity (BBVC) has a significant positive influence on...
Paper Details
Title
Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?
Published Date
Sep 27, 2019
Journal
Volume
14
Issue
1
Pages
73 - 99
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Notes
History