Spectator’s Identification, Perceived Athlete-Sponsor Fit and Behavioral Intention
碩士 === 國立成功大學 === 體育健康與休閒研究所 === 102 === This research analyzes the effects of sport identification, athlete identification and sponsor identification as predictors of CPBL spectator behavioral intention, while using athlete and sponsor fit as a mediating variable to test the relationship between id...
| Main Authors: | , |
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| Format: | Others |
| Language: | en_US |
| Published: |
2014
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| Online Access: | http://ndltd.ncl.edu.tw/handle/56020413473758929909 |