Pyun, Do Young; Cho, Heetae; Leng, Ho Keat - In: International Journal of Sports Marketing and Sponsorship 21 (2020) 2, pp. 351-369
Purpose: While advertising and sponsorship are conceptually different, many studies have used the 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...