How to Improve Sports Fans' Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach

• Main Authors: Dos-Santos Manuel Alonso (Author), Alguacil Mario (Author), Pérez-Campos Carlos (Author), Velasco-Vizcaíno Franklin (Author)
• Formato: Libro
• Publicado: Sciendo, 2023-09-01T00:00:00Z.
• Subjects: article
• Acceso en liña: Connect to this object online.

The aim of the article is to explain attitudes towards the sponsors of a sporting event from brand management, especially considering the perceptions of congruence with the sponsor, quality, value, and two less common variables of innovation and popularity. The analysis has been carried out using tw...