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How to Improve Sports Fans’ Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach

Manuel Alonso Dos-Santos

Manuel Alonso Dos-Santos

  • University of GranadaGranada, Spain
  • Universidad Católica de la Santísima ConcepciónConcepción, Chile
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Dos-Santos, Manuel Alonso
, 
Mario Alguacil

Mario Alguacil

University of ValenciaValencia, Spain
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Alguacil, Mario
, 
Carlos Pérez-Campos

Carlos Pérez-Campos

Catholic University of ValenciaValencia, Spain
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Pérez-Campos, Carlos
 and 
Franklin Velasco-Vizcaíno

Franklin Velasco-Vizcaíno

Universidad San Francisco de QuitoQuito, Ecuador
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Velasco-Vizcaíno, Franklin
  
Jul 15, 2023
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Published Online: Jul 15, 2023
Page range: 61 - 74
Received: Mar 17, 2023
Accepted: Jun 04, 2023
DOI: https://doi.org/10.2478/pcssr-2023-0019
Keywords
© 2023 Manuel Alonso Dos-Santos et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Language:
English
Publication timeframe:
4 times per year
Journal Subjects:
Cultural Studies, General Cultural Studies, Business and Economics, Business Management, Industries, Sports, Sports and Recreation, Physical Education, Sociology of Sports
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