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Keywords: Goodwill
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Journal Articles
Sponsorship antecedents and outcomes in participant sport settings
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2019) 20 (1): 26–42.
Published: 17 May 2018
... on non-experimental survey research design using path analysis. Findings Perceived sponsor goodwill had a positive direct effect on participants’ sponsor behavioral intentions, as well as a positive indirect effect partially mediated by sponsor image. Sponsor image and future event participation also...
