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Keywords: Fan involvement
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Journal Articles
Journal:
Management Decision
Management Decision (2026) 64 (1): 375–403.
Published: 12 February 2025
...Alfredo David Varea Calero; José M. Ramírez-Hurtado; Francisco Rejón-Guardia; Juan M. Berbel-Pineda Purpose This study aims to analyse the influence of football fans' involvement on sponsor brand equity and their purchase intention toward the sponsoring brand. To achieve this, we specified...
