Program is also centrally controlled by the Dhaka University. Program within the rules and regulations of the Dhaka University. Leeds university dissertation binding the duration of the program is four years that can be extended for a further period on recommendation of respective academic committee.
The research results entail that a corporate sponsor generates greater perceptions of goodwill when it sponsors a local sport event than when it sponsors a mega sport event H1. The research findings additionally identified the moderating roles of sponsorship duration H2 and sponsor-event congruence H3 in the relationship between event size and perceived goodwill.
Further regression analyses showed the paths from perceived goodwill to attitude toward the sponsor H4 and from attitude toward the sponsor to purchase intention H5 were significant.
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According to the mediation test, the indirect-only mediation of attitude toward the sponsor between perceived goodwill and purchase intention was confirmed.
The results of the present study may contribute to the sport sponsorship literature both theoretically and practically.