Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …

This study was conducted to investigate the impact of exposure to sponsored events,
involvement with sponsored events, and sponsor-event congruence on attitudes toward …

Purpose The purpose of this paper was (1) to examine the underexplored intersection of
sports betting and favorite team loyalty, and (2) to assess differences in gambling behavior …

This study investigates how theoretical framework for brand personality ([1]) influence on
authentic agricultural products purchase intention. The model is operationalized by a …

Objective: This article aims to test the effect of cues signaling authenticity on purchase
intention and overall brand equity, mediated by the consumer preference for authentic fruits …

Agricultural products have been referred to be commodities in previous research. There is,
however, a considerable void in current marketing literature focusing on genuine agricultural …

This study explores the relationships between team success and sports fans' purchase
behaviour. It examines the strength of the mediating role of team brand equity, attitude …

Brand recall is a significant indicator used to evaluate the effectiveness of sponsorships
because it pertains to individuals' capacity to remember and establish a connection between …

This paper investigates the mediating role of fans' attitudes in the relationship between
sports sponsorship and the purchase intention of Ghanaian football fans. Survey data were …

Objetivo–Investigar e medir possíveis relações acerca da ligação dos adeptosconsumidores
quanto ao seu clube e consequente influência nas suas atitudes relativamente à respetiva …