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Keywords: Sport identification
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Journal Articles
The moderating effect of identification on return on investment from sponsor brand integration
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2018) 19 (1): 41–57.
Published: 05 February 2018
... event as the stimuli was utilized to examine a potential interaction effect between sport identification and second screen use on three dependent variables important for sport sponsors. Findings Results confirmed that those with a high level of sport identification realized significantly higher...
