From fans to buyers: antecedents of sponsor's products purchase intention
Purpose – This study aims to explore the indirect and direct effect of perceived congruence between fans’ identification with a team and the intention to buy sponsor’s products. The level of perceived congruence between the sponsor and the sports team, as well as fans’ attitude toward the sponsor an...
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| Format: | article |
| Language: | eng |
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2021
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| Online Access: | http://hdl.handle.net/10400.15/3069 |
| Country: | Portugal |
| Oai: | oai:repositorio.ipsantarem.pt:10400.15/3069 |