Applicability of belief measures for advertising to sponsorship in sport
Purpose - While advertising and sponsorship are conceptually different, many studies have usedthe same measures for both constructs. The assumption is that respondents perceive both domains similarly. The purpose of this study was to test the invariance of the belief measures between the advertising...
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| Main Authors: | , , |
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| Format: | Default Article |
| Published: |
2020
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/11467767.v1 |
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