Sponsoring many or few sports properties? : moderated mediation effect of perceived sponsor ubiquity depending on sponsor–property fit
Taeahn Kang and Hirotaka Matsuoka
| Year of publication: |
2023
|
|---|---|
| Authors: | Kang, Taeahn ; Matsuoka, Hirotaka |
| Subject: | Covariation theory | Fit | Motive attribution | Sincerity | Sponsorship | Ubiquity | Sponsoring | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Sport | Sports |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JBIM-10-2021-0500 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014227500