TY  - GEN 
AU  - Alonso Dos Santos, Manuel
AU  - Zarco Fernández, María del Carmen
AU  - Mohammadi, Sardar
AU  - Niño Amézquita, Daniela
PY  - 2024
UR  - https://hdl.handle.net/10481/97007
AB  - This 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...
LA  - eng
PB  - Springer Nature
TI  - Sponsorship effectiveness on betting intentionunobserved segmentation
DO  - 10.1057/s41599-024-03515-2
ER  -