eSports’ Event Sponsorship: Sponsor’s Brand Authenticity, Brand Equity and Purchase Intention
Objective: the goal of the study is to expand the current knowledge of sponsorship within the scenario of eSports whose novelty inherits many challenges that are important to improve future management decisions in broader sports contexts. The study investigates the influence of authenticity on spons...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2025-01-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | https://bar.anpad.org.br/index.php/bar/article/view/687 |
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