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

Publié en ligne: 15 juil. 2023

Pages: 61 - 74

Reçu: 17 mars 2023

Accepté: 04 juin 2023

DOI: https://doi.org/10.2478/pcssr-2023-0019

Mots clés

Sporting events, sponsorship, branding, sport management, consumer behaviour

© 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.