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Keywords: Image transfer model
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2021) 22 (2): 353–368.
Published: 25 June 2020
...Manuel Alonso Dos Santos; Ferran Calabuig Moreno; Vicente Prado Gascó; Jonathan Cuevas Lizama Purpose The aim of this study is to examine the influence of perceived sponsorship leverage on perceived product quality and the image transfer model, under moderation by fan involvement. Design...
