credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity …; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self … congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor …

. The paper also proposes and examines the mediating role of sponsor credibility and attitude towards sponsor in the … increases their purchase intention for sponsoring firm's goods. The research also confirms that sponsor credibility and attitude … knowledge on sports sponsorship by focusing on the under‐researched but crucial mediating effects of sponsor credibility and …