- Article
How Sports Involvement and Brand Fit Influence the Effectiveness of Sports Sponsorship from the Perspective of Predictive Coding Theory: An Event-Related Potential (ERP)-Based Study
- Haonan Shi,
- Li Zhang,
- Hongfei Zhang,
- Jianlan Ding and
- Zilong Wang
Background/Objectives: With the rapid expansion of the global sports market, the significance of sports sponsorship has attracted growing attention. However, during the golden age of the sports industry’s development in China, international spo...

