In collaboration with Payame Noor University and Scientific Association of Sports Management of Iran
The Role of Ambush Marketing, Negative Behavior and congruence in Intention to Purchase from Iran Football Pro-League Sponsors

Ahmad Fallahi; Mohamad Ehsani; Hshem Kouzehchian; Mohammad Khabiri

Volume 5, Issue 2 , November 2016, , Pages 11-21

  This research aimed at investigating the Moderating role of ambush marketing, negative behavior and congruence in the relationship between sport (Iran Football pro-league) involvement and intention to purchase. The research used a descriptive-correlation method conducted as a field. The sample consisted ...  Read More