TY  - GEN 
AU  - Alonso Dos Santos, Manuel
AU  - Alguacil, Mario
AU  - Pérez Campos, Carlos
AU  - Velasco Vizcaíno, Franklin
PY  - 2023
UR  - https://hdl.handle.net/10481/84725
AB  - The aim of the article is to explain attitudes towards the sponsors of a sporting event from brand management, especially
considering the perceptions of congruence with the sponsor, quality, value, and two less common variables of innovation...
LA  - eng
PB  - Sciendo
KW  - Sporting events
KW  - Sponsorship
KW  - Branding
KW  - Sport Management
KW  - Consumer behaviour
TI  - How to Improve Sports Fans’ Attitudes Toward the Sponsor Through Brand Management? A PLS and QCA Approach
DO  - 10.2478/pcssr-2023-0019
ER  -