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Keywords: Elaboration Likelihood Model (ELM)
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 950–968.
Published: 10 March 2025
...Yu-Feng Wu; Yu-Tai Wu; Bo-Ching Chen Purpose With the rise of esports, research on the perceived fit between esports sponsors and events remains limited. This study uses the Elaboration Likelihood Model (ELM) to investigate how the perceived fit between sponsors and esports events effects brand...
