How to Improve Sports Fans' Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach
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...
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| Main Authors: | , , , |
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| Format: | Book |
| Published: |
Sciendo,
2023-09-01T00:00:00Z.
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| Subjects: | |
| Online Access: | Connect to this object online. |
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Internet
Connect to this object online.3rd Floor Main Library
| Call Number: |
A1234.567 |
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| Copy 1 | Available |