The Impact of Cultural Congruence in Media Sponsorships on Iconic Brand Desirability: Moderating Effects of Cultural Fandom and Threat Perception. Market-Tržište, [S. l.], v. 37, n. 1, p. 33–51, 2025. DOI: 10.22598/mt/2025.37.1.33. Disponível em: https://ojs.srce.hr/index.php/trziste/article/view/37372. Acesso em: 20 aug. 2025.