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Keywords: Credibility
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Journal Articles
Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2023) 24 (5): 837–852.
Published: 04 July 2023
... the moderating effect of event rights holders' credibility on the relationship between event involvement and perceived social impact. Design/methodology/approach Using a two-wave, time-lagged survey, data were collected from 220 residents of a Super Bowl host city. Hypotheses were tested using structural...
