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Keywords: Sponsorship congruence
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Journal Articles
Guillermo Bermúdez-González, Luis-Alfonso Maldonado Canca, Juan-Pedro Cabrera-Sánchez, Lucía Cobo-Paz
International Journal of Sports Marketing and Sponsorship (2026) 27 (6): 36–63.
Published: 17 March 2026
...Guillermo Bermúdez-González; Luis-Alfonso Maldonado Canca; Juan-Pedro Cabrera-Sánchez; Lucía Cobo-Paz Purpose This study examines how symbolic leadership and sponsorship congruence jointly influence fan behavior in a high-identity associative sport context. Specifically, it analyzes how...
