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Keywords: Brand pride
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Journal Articles
Guillermo Bermúdez-González, Luis-Alfonso Maldonado Canca, Juan-Pedro Cabrera-Sánchez, Lucía Cobo-Paz
International Journal of Sports Marketing and Sponsorship (2026) 27 (6): 36–63.
Published: 17 March 2026
... Presidential authenticity positively influences meaning transfer and brand pride, while sponsor-club congruence enhances both pride and attitudes toward the sponsor. Brand pride strengthens team identification and sponsor attitudes, which in turn significantly predict purchase intention toward the sponsor...
