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Keywords: Posting intention
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (1): 161–187.
Published: 04 December 2023
... – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention. Originality/value This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior...
