Cho, Inje; Kim, Minseong; Kaplanidou, Kiki - In: International Journal of Sports Marketing and Sponsorship 21 (2019) 1, pp. 148-169
Purpose: The purpose of this paper is to examine the relationships between sport team authenticity, fan identity and citizenship behaviors, and how the link between sport team authenticity and fan identity is moderated by sponsor philanthropy. Design/methodology/approach: A web survey was...