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Keywords: Event reputation
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (1): 85–105.
Published: 21 July 2023
..., corporations still showed interest in sponsoring such events. To better understand this phenomenon, this study examined the effects of fans' event involvement on event reputation, event commercialization, corporate brand credibility, corporate brand image and purchase intentions of the corporate sponsor brand...
