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Keywords: Event-sponsor fit
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Journal Articles
International Journal of Event and Festival Management (2023) 14 (3): 261–276.
Published: 17 April 2023
... in a Southwestern European country with structural equation modeling. Findings The study shows that the brand experience at the music festival directly influences brand attitude, which in turn positively influences purchase intention. The results also show the direct impact of event-sponsor fit on brand image...
