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Keywords: Televised sporting event
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (1): 85–105.
Published: 21 July 2023
... consumer purchase intention (Rai et al., 2021b). In this study, meaning transfer theory was employed to examine the connection between sport fans' involvement in televised sporting events and their perception of event reputation and commercialization. This theory was also used to examine how...
