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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
... not attend an event. Furthermore, major sport events are highly commercialized, with the rights of some events being held by for-profit entities, such as the National Football League (NFL; Getz et al., 2015). Rights holders are those who secure the exclusive usage of the name, brand, logo...
