The influence of patriotism and fans’ fulfilment of sponsorship activation in the sponsor’s image transfer process
In the context of international sports tournaments, fans’ feelings of patriotism and fans’ acquisition of knowledge from social media seem to be decisive factors in determining sponsorship success. We explore how both factors influence fans’ intentions to purchase sponsors’ products. This study i...
| Autores principales: | , , |
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| Formato: | Artículo (Article) |
| Idioma: | Inglés (English) |
| Publicado: |
Sport in Society
2020
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| Materias: | |
| Acceso en línea: | http://repositoriodigital.ucsc.cl/handle/25022009/1669 |