Journal ArticleDOI
Sponsorship effects on brand image: The role of exposure and activity involvement
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In this paper, the authors developed and tested a framework for explaining how exposure and activity involvement moderate the effects of event image, event-sponsor fit, and event commercialization on sponsor image.About:
This article is published in Journal of Business Research.The article was published on 2014-05-01. It has received 100 citations till now.read more
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Assessing The Relationship between Sponsor Image Formation towards Building Positive Sponsor’s Image
Wan Soraya Wan Abdul Ghani,Nurakmal Ramli,Muhammad Wafaruddin Saipul Bakhry,Nur Farhana Mohd Sah,Tengku Elena Tengku Mahamad +4 more
TL;DR: In this article, the authors analyze the growing importance regarding the influential relationship between sponsor image formations toward sponsor's image and propose three distinct forms were taken based on proposition by Grohs & Reisinger (2014) of proposed relationship between event image, event sponsor-fit and event commercialization to sponsor image.
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Can Sports Sponsorship Affect Consumers’ Motivation for Sports Consumption?
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The Level of Involvement with the Olimpic Games and its Influence in Sport Sponsorship.
Soledad Zapata,Laura Martínez +1 more
TL;DR: Wong et al. as discussed by the authors demonstrate the influence of the consumer involvement in a finer brand purchase intent of the sponsor, and generate an effect on the consumers goodwill towards the sponsor and also to perceive a greater fit between sponsor and event, and finally cause the consumer better exposure in the event.
Journal ArticleDOI
Measuring Attitudes Toward Sponsor And Purchase Intention
Dinh Toan Nguyen,Huy Thong Vu +1 more
TL;DR: In this article , the authors investigated the impact of exposure to sponsored events, involvement with sponsored events and sponsor-event congruence on attitudes toward sponsor and purchase intention by surveying 293 participants and followers of the Vietnamese Rap 2020 event sponsored by Pepsico.
Journal ArticleDOI
Repurchase intention in a physical store: moderated mediating role of electronic word-of-mouth
TL;DR: In this article , the mediating role of perceived value between consumers' channel brand image (CBI) and store image (SI) on repurchase intention (RI) has been investigated in Taiwan Chunghwa Telecom's 3C electronic channel stores.
References
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Journal ArticleDOI
The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
Reuben M. Baron,David A. Kenny +1 more
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
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Evaluating Structural Equation Models with Unobservable Variables and Measurement Error
Claes Fornell,David F. Larcker +1 more
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Book
Applied multiple regression/correlation analysis for the behavioral sciences
TL;DR: In this article, the Mathematical Basis for Multiple Regression/Correlation and Identification of the Inverse Matrix Elements is presented. But it does not address the problem of missing data.
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Multiple Regression: Testing and Interpreting Interactions
Leona S. Aiken,Stephen G. West +1 more
TL;DR: In this article, the effects of predictor scaling on the coefficients of regression equations are investigated. But, they focus mainly on the effect of predictors scaling on coefficients of regressions.
Journal ArticleDOI
On the evaluation of structural equation models
Richard P. Bagozzi,Youjae Yi +1 more
TL;DR: In this article, structural equation models with latent variables are defined, critiqued, and illustrated, and an overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence.