Exploring Key Factors Influencing Sports Enthusiasts' Purchase of Sponsored Brands
This research examines the purchasing intentions of soccer enthusiasts in China regarding products from sports sponsorship brands, extending the theory of planned behavior. The main goal is to evaluate how attitudes, subjective norms, brand identification, perceived brand quality, and corporate soci...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Ital Publication
2024-12-01
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| Series: | HighTech and Innovation Journal |
| Subjects: | |
| Online Access: | https://hightechjournal.org/index.php/HIJ/article/view/938 |
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