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1-3 of 3
Keywords: Expertise
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (4): 731–747.
Published: 15 April 2025
... affects consumer perceptions of expertise and subsequent likelihood to follow the sports betting recommendation. Design/methodology/approach We conducted three lab experiments, with three distinct undergraduate samples. We manipulated the recommendation source as either AI or human. We examined...
Includes: Supplementary data
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (5): 1044–1058.
Published: 03 July 2024
... Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Sport celebrity Scandals Brand image Expertise Sponsorship Role models Gender violence On-field Off-field Recreational drug use Empathy and gender The knowledge on the effects of sport scandals...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (3): 524–540.
Published: 04 March 2024
... are scarce. Tourists and residents must be investigated because they can benefit from sports celebrities' activities. Qualitative comparative analysis Fuzzy set Destination image Sports celebrities Expertise Trustworthiness Attractiveness Natalia Vila-López can be contacted...
