Testing the relationships among involvement, sponsorship perceived fit and intention to purchase sponsors’ products: the case of esports tournament viewers

PurposeDespite fast developments in esports sponsorship, limited research exists in the area of sponsorship evaluation in the esports context. The purpose of the present study was to test the relationships among esports involvement, sponsorship perceived fit and viewers’ intention to buy the sponsor...

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Bibliographic Details
Published in:International journal of sports marketing & sponsorship 2024-09, Vol.25 (5), p.1000-1017
Main Authors: Polyakova, Olga, Karagiorgos, Thomas, Anagnostopoulos, Christos, Alexandris, Kostas
Format: Article
Language:English
Subjects:
Consumer behavior
Consumers
Corporate sponsorship
Esports
Perceptions
Spectatorship
Tournaments & championships
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