Keywords: Image transfer
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Journal Articles
Sport, Business and Management: An International Journal (2014) 4 (1): 52–70.
Published: 04 March 2014
... were tested using structural equation modelling. Findings – The findings revealed that personal beliefs of consumers, sponsor-event fit and image transfer have a strong bearing on their post-event response, which further leads to a strong image transfer value. This is central to predicting...

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