The Mediation Effect of Overall Brand Equity between Brand Superiority and Media Consumption Behaviours of Sport Team Consumers During COVID-19
Background. During the COVID-19 pandemic, it is paramount to investigate how to influence professional sport team consumers’ behaviours towards media consumption, which is an indirect consumption of sports products with importance raised by the lockdown. The effect of brand superiority, one of the e...
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| Format: | Article |
| Language: | English |
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Lithuanian Sports University
2021-11-01
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| Series: | Baltic Journal of Sport and Health Sciences |
| Online Access: | https://journals.lsu.lt/baltic-journal-of-sport-health/article/view/1108 |