How to Improve Sports Fans’ Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach
Manuel Alonso Dos-Santos
- University of GranadaGranada, Spain
- Universidad Católica de la Santísima ConcepciónConcepción, Chile
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, , Carlos Pérez-Campos
Catholic University of ValenciaValencia, Spain
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and Franklin Velasco-Vizcaíno
Universidad San Francisco de QuitoQuito, Ecuador
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Jul 15, 2023
About this article
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.
Dos-Santos, Manuel Alonso
University of GranadaGranada, Spain
Universidad Católica de la Santísima ConcepciónConcepción, Chile
Alguacil, Mario
University of ValenciaValencia, Spain
Pérez-Campos, Carlos
Catholic University of ValenciaValencia, Spain
Velasco-Vizcaíno, Franklin
Universidad San Francisco de QuitoQuito, Ecuador