eSport consumption and sponsor brand equity: the mediating role of congruence
The present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship between two types of eSport consumption—live attendance and...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2025-07-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2025.1594068/full |
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