TY  - GEN 
AU  - Alonso Dos Santos, Manuel
AU  - Zarco, Carmen
AU  - Mohammadi, Sardar
AU  - Niño Amézquita, Daniela
PY  - 2024
UR  - https://hdl.handle.net/10481/99048
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...
AB  - Este estudio explora cómo los factores de autenticidad percibida (incluidas la continuidad, la integridad y la credibilidad) y la congruencia del patrocinio influyen en las actitudes hacia los patrocinadores y en las subsiguientes intenciones y...
LA  - eng
KW  - sport sponsorship
KW  - betting intention
KW  - unobserved segmentation
KW  - congruence
KW  - age
TI  - Sponsorship effectiveness on betting intention-unobserved segmentation
DO  - https://doi.org/10.1057/s41599-024-03515-2
ER  -