Mostrar el registro sencillo del ítem

dc.contributor.authorAlonso Dos Santos, Manuel 
dc.contributor.authorZarco Fernández, María del Carmen
dc.contributor.authorMohammadi, Sardar
dc.contributor.authorNiño Amézquita, Daniela
dc.date.accessioned2024-11-18T11:32:10Z
dc.date.available2024-11-18T11:32:10Z
dc.date.issued2024-10-28
dc.identifier.citationAlonso Dos Santos, M. et. al. Humanit Soc Sci Commun 11, 1433 (2024). [https://doi.org/10.1057/s41599-024-03515-2]es_ES
dc.identifier.urihttps://hdl.handle.net/10481/97007
dc.description.abstractThis study explores how factors of perceived authenticity (including continuity, integrity, and credibility) and sponsorship congruence impact attitudes toward sponsors and subsequent sports betting intentions and behaviors. We consider the moderating effect of sponsorship type (conventional versus commercial gambling providers) to identify differences among sponsors. We also employed latent segmentation analysis (a posteriori) to identify latent segments. The results indicate that segment differences are primarily related to the perceived similarity between sponsors and sports events. Fans of age exhibit less brand self-congruence, which negatively affects perceptions of authenticity and attitude toward the sponsor. Conversely, older fans perceive greater authenticity and positivity toward sponsors when there is congruence between the sponsor, the event, and fans’ identity. The sponsor type (conventional or gambling provider) did not differ significantly.es_ES
dc.language.isoenges_ES
dc.publisherSpringer Naturees_ES
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 Internacional*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.titleSponsorship effectiveness on betting intentionunobserved segmentationes_ES
dc.typejournal articlees_ES
dc.rights.accessRightsopen accesses_ES
dc.identifier.doi10.1057/s41599-024-03515-2
dc.type.hasVersionVoRes_ES


Ficheros en el ítem

[PDF]

Este ítem aparece en la(s) siguiente(s) colección(ones)

Mostrar el registro sencillo del ítem

Attribution-NonCommercial-NoDerivatives 4.0 Internacional
Excepto si se señala otra cosa, la licencia del ítem se describe como Attribution-NonCommercial-NoDerivatives 4.0 Internacional