Application of the theory of planned behaviour for predicting sponsorship outcomes in esports

Edward Elgar Publishing eBooks 2026 Book chapter

View at publisher
Authors: Olga Polyakova, Anthony D. Pizzo, Θωμάς Καραγιώργος, Kostas Alexandris
DOI: 10.4337/9781035310517.00032
Cited by: 0

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Digital Games and Media Digital Marketing and Social Media

Publication details

Journal / source
Edward Elgar Publishing eBooks
Pages
229–238
Publication date
10 February 2026
Language
EN
Document type
Book chapter