eSport consumption and sponsor brand equity: the mediating role of congruence
The present study examines how eSport consumption influences sponsor brand equity through the mediating role of sponsor-eSport congruence. Specifically, the current study investigates the mediating effects of congruence in the relationship between two types of eSport consumption—live attendance and...
Enregistré dans:
| Auteurs principaux: | , , |
|---|---|
| Format: | Article |
| Langue: | anglais |
| Publié: |
Frontiers Media S.A.
2025-07-01
|
| Collection: | Frontiers in Psychology |
| Sujets: | |
| Accès en ligne: | https://www.frontiersin.org/articles/10.3389/fpsyg.2025.1594068/full |
| Tags: |
Ajouter un tag
Pas de tags, Soyez le premier à ajouter un tag!
|