Work

How Language Affects Audience Cognition in Sports Sponsorship: Insights From Esports Broadcasting

Year: 2025

Type: article

Source: Sport Marketing Quarterly

DOI: 10.1177/10616934251394816

Authors: Ziyuan Xu, Haruka Amano, Dongye Lyu, Yuanyuan Cao, Hirotaka Matsuoka

Institutions: Waseda University, Universidad Complutense de Madrid, Hong Kong University of Science and Technology, The Hong Kong University of Science and Technology (Guangzhou), Wuhan Business University

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: W4416665559

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Cites: 56

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