@misc{10481/80549,
year = {2023},
month = {2},
url = {https://hdl.handle.net/10481/80549},
abstract = {Several studies argue that sponsorship promotes and normalizes gambling behavior because
commercial gambling providers (CGPs) act as sponsors for many sports entities. This study
examines the effect of articulation on sports sponsorship, sincerity, and congruence as
perceived by consumers and betting behavior by comparing a CGP brand with a congruent
sponsor brand. Data were collected through an experiment combining the factor of the intersubject
type of sponsor (CGPs sponsor vs. congruence sponsor) and articulation (commercial
articulation and no articulation) in 518 subjects from the United Kingdom. The analysis was
performed using structural equation modeling and multi-group analysis. Subjects showed a
greater willingness to bet when the CGP sponsor was perceived as congruent and sincere
compared with congruent sponsorship, suggesting that this type of sponsor could encourage
sports betting. However, the elimination of CGPs’ sponsorship is complex because of the
significant funding they provide.},
publisher = {Springer},
title = {The effect of articulation in sports posters on betting behavior},
doi = {10.1057/s41599-023-01517-0},
author = {Alonso Dos Santos, Manuel},
}