Fan loyalty as a major determinant for using data analytics in sport sponsorship
Data analytics is a substantial element of today’s marketing communication. Nonetheless, marketers, sponsors and researchers lack a holistic and comprehensive understanding of key determinants for using analytical tools in sports sponsor ship. There is an agreement around the role of data analytics...
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| Formato: | masterThesis |
| Idioma: | eng |
| Publicado em: |
2022
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| Texto completo: | http://hdl.handle.net/10362/142540 |
| País: | Portugal |
| Oai: | oai:run.unl.pt:10362/142540 |