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Sponsorship of the 2016 Rio Olympic Games : an empirical examination of the reactions to local sponsors and rival brands / Rui Biscaia, Claudio Rocha

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Rocha, Claudio M | Biscaia, Rui

This study examines awareness, congruence, attitudes, and purchase intentions of three local sponsors of the 2016 Rio Olympic Games and their strongest rival brands, and tests the relationships among congruence, attitudes, and purchase intentions of both actual sponsors and their rivals.

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