Work

Beyond a simple yes or no: using signal detection theory to measure sponsorship identification accuracy

Year: 2024

Type: article

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-07-2024-0149

Authors: Robert Madrigal, Jesse King

Institutions: California State University, Chico, University of Montana

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4404157029

FWCI: 0.468

Cites: 22

Cited by: 1

Related to: 10