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
Citations
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Journal ArticleDOI
Team identification and sponsors’ altruistic motives on the effectiveness of professional soccer sponsorship
TL;DR: In this article , a Structural Equation Modelling analysis was carried out to test the model and hypotheses and found that despite the highly commercial context, the high investments made by the sponsors are seen as altruistic by the fans most identified with the sports team.
Journal ArticleDOI
Oddziaływanie na ekwiwalent reklamowy generowany przez transmisje meczów siatkarskich
Sebastian Kot,Michał Kucharski +1 more
Journal ArticleDOI
Sporda Tuzak Pazarlama: Kavramsal Bir Çerçeve
TL;DR: Tuzak pazarlama terimi, herhangi bir sponsorluk ücreti ödemeden bir etkinliğin itibarından ve popülaritesinden yararlanma girişimi ya da da Bir etkinlikle ilgili rakip işletmenin ilgisini zayıflatmak için kasıtlı çabaları ifade etmektedir.
Book ChapterDOI
The role of mental imagery as driver to purchase intentions in a virtual supermarket
TL;DR: In this article, the role of mental imagery, product involvement and presence on emotions and purchase intentions was explored, and the results reveal that all hypotheses are supported, expect H4.
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.
Journal ArticleDOI
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.
Book
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.