... toward the streaming, streamer loyalty, subjective norms, congruence sponsor-event, congruence with the streaming platform and involvement. Design/methodology/approach A self-administered survey of 460 participants in Chile was conducted via Qualtrics. Partial least squares-structural equation...

...Sardar Mohammadi; Mojtaba Ghasemi Siani; Manuel Alonso Dos Santos Purpose The aim of this paper is to investigate the interaction effect that sponsor-team congruence and team fan (home/rival team) have on the influence of different types of sports sponsorship (joint, corporate social...

..., and perceived congruence improve when the VAR sponsorship format is used. Originality/value This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship...

...Soyoung Joo; Jakeun Koo; Bridget Satinover Nichols Purpose This study examines the effects of congruence and reliability on cause-brand alliance (CBA) program attitudes—exploring how CBA program attitudes and sport entity attitudes affect attitudes toward a sport-related and sport-unrelated brand...

...Alfredo Silva; José Manuel Cristóvão Veríssimo Purpose This study aims to explore the indirect and direct effect of perceived congruence between fans' identification with a team and the intention to buy sponsor's products. The level of perceived congruence between the sponsor and the sports team...