TY  - GEN 
AU  - Alonso Dos Santos, Manuel
AU  - Mohammadi, Sadar
AU  - Acosta González, Beicy Viviana
AU  - Aguado Berenguer, Sergio
PY  - 2025
UR  - https://hdl.handle.net/10481/106380
AB  - Purpose – This study aims to examine the effectiveness of sponsorship in terms of attitude and purchase
intention at an unofficial event broadcast (Kings League) through streaming, considering attitude toward the
streaming, streamer loyalty,...
LA  - eng
PB  - Emerald Publishing Limited
KW  - Sponsorship
KW  - Kings league
KW  - Congruence
TI  - Streaming alternative sports formats through social media and their influence on sponsorship: Chilean perspective
DO  - 10.1108/IJSMS-02-2025-0067
ER  -