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Keywords: Consumer beliefs
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2026) 27 (4): 862–883.
Published: 21 January 2026
... researchers and practitioners with a robust tool to assess the consumer beliefs about esports sponsorship and lays a foundation for future research. Minsik Jo can be contacted at: m.jo@lboro.ac.uk 06 08 2025 16 10 2025 01 12 2025 18 12 2025 © Emerald Publishing Limited 2025...
