Liebl, Hildegard; Turčínková, Jana; Beinhauer, Rupert; … - In: Cogent Business & Management 9 (2022) 1, pp. 1-15
loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and … provides a research gap. This research investigates the impact of sport-related branded entertainment on brand love using a …