The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions
Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …
how the multiple approaches encouraging consumer participation (CP), as manifested by …
Sport sponsorship: The relationship between team loyalty, sponsorship awareness, attitude toward the sponsor, and purchase intentions
Sponsorship studies have generally been focused on attitudinal measures of fan loyalty to
understand the reactions to abstract sponsors. This study examines the relationships …
understand the reactions to abstract sponsors. This study examines the relationships …
Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement
Purpose The purpose of the paper is to contribute to the extant sport marketing literature by
positing fan engagement, team brand image and cumulative fan satisfaction with the team …
positing fan engagement, team brand image and cumulative fan satisfaction with the team …
Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes
The authors examine the moderating effect of sport involvement in the association between
sponsor-event congruence and consumer responses. University students (N= 118) took part …
sponsor-event congruence and consumer responses. University students (N= 118) took part …
Exploring consumer–brand engagement: A holistic framework
Purpose This paper aims to investigate the causal relationships between constructs related
to consumer–brand engagement (CBE), including consumers' enduring involvement …
to consumer–brand engagement (CBE), including consumers' enduring involvement …
Impact of spectators' perceptions of corporate social responsibility on regional attachment in sports: Three-wave indirect effects of spectators' pride and team …
The professional sports events industry is becoming immensely popular due to a global
social shift toward larger numbers of spectators at sports events and an ever-increasing …
social shift toward larger numbers of spectators at sports events and an ever-increasing …
The influence of event-related factors on sport fans' purchase intention: a study of sponsored products during televised sporting events
Purpose It is not possible for every fan of a sport to watch matches at stadiums because of
the capacity and location constraints. Furthermore, although sport fans could not physically …
the capacity and location constraints. Furthermore, although sport fans could not physically …
Sports consumption behaviors of football fans: the relationship between social identity, team loyalty and behavioral intention toward consumption
Purpose The study aimed to establish football fans' levels of social identity, team loyalty, and
behavioral intentions toward sports consumption and to determine the relationship between …
behavioral intentions toward sports consumption and to determine the relationship between …
Consumer-company identification: a review and empirical contribution
Purpose For decades, consumer identification and motivation, either alone or jointly, have
been essential constructs for behavioral researchers. The resultant output is significant in …
been essential constructs for behavioral researchers. The resultant output is significant in …
Exploring fan behavior: Developing a scale to measure sport eFANgelism
B Dwyer, GP Greenhalgh… - Journal of Sport …, 2015 - journals.humankinetics.com
Brand evangelism, an advanced form of marketing where consumers voluntarily advocate
on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as …
on behalf of the brand, can bring numerous benefits to a firm. Pro-brand behaviors such as …