The review of the literature reveals various relationships between the constructs of social
identity, customer trust, and customer loyalty. Such results lead to questioning the nature of …

In recent years we have seen an increase in corporate and media interest in women's sport
leagues and events. Despite the increase in commercialism and professionalism of women's …

Despite much research on consumers' brand identification, researchers remain divided
regarding the conceptualization of the dimensions underlying social identity and how these …

Internet and social media offer firms novel ways of managing their marketing strategy and
gain competitive advantage. The groups of users expressing themselves on the Internet …

基于自我建构理论和情绪理论, 本文探讨了自我建构与广告诉求对品牌认同的交互作用,
影响机制及边界条件. 通过3 个实验, 我们发现对于独立自我建构的消费者来说 …

Although much research has been conducted within the field of brand congruence and
positive self-concept construction, the scarcity of research on brand avoidance in general …

Purpose Global spending on sponsorship continues to rise and many companies now
establish portfolios containing a range of sponsorships across sport, arts and cause-related …

Today, sponsorship is a widely-used marketing communications tool. While consumers'
responses to sponsorship have been extensively studied, little research has been …

This book explores and advances the latest concepts and developments in event
management theory and practice. Drawing on the ever-growing event management …

Purpose–This paper aims to demonstrate how psychological safety influences individual
contributions in customer groups where multiple customers co‐create a service experience …