The Effect of Sponsor-Event Congruence on Sponsor Credibility, Attitude toward the Sponsor, and Purchase Intention: A Study of Implora Brand
Angelia Maretta, Purnamaningsih Purnamaningsih & Florentina Kurniasari · Journal of Economics, Management and Trade · 2023
Aims: This research was conducted to find out the effect of sponsorship on one of the biggest beauty events in Indonesia, namely Jakarta x Beauty 2022 through sponsor-event congruence, sponsor credibility, and attitudes towards the sponsor to purchase intention of a local beauty...
Open access
Research Article
10.9734/jemt/2023/v29i71100