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Keywords: Purchasing intention
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 950–968.
Published: 10 March 2025
... Sponsorship fit Purchasing intention Esports have developed into a significant cultural phenomenon in the 21st century, with organizational and competitive characteristics similar to traditional sports. Traditional sports sponsorships often rely on a high degree of alignment between the brand...
