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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Mapping the perceptions and antecedents of football fans’ co-creation behaviours with sponsoring brands: a pan-cultural study of the European leagues
TL;DR: In this paper, the authors conceptualized fans as active, commanding and critical influence on football fans and co-creation, through the lens of service-dominant logic, and defined fans as "active, commanding, and critical influencers".
Journal ArticleDOI
Esports sponsorship : an empirical examination of esports consumers’ perceptions of non-endemic sponsors
TL;DR: In this paper, the effectiveness of non-endemic sponsorships in esports remains uncertain, but traditional sport organizations and their sponsors are beginning to embrace esports, but the effectiveness remains uncertain.
Journal ArticleDOI
Understanding Sponsorship: A Consumer-Centric Model of Sponsorship Effects
TL;DR: A crucial component of many marketing programs, sponsorship has not always received the same research attention as other tactical marketing levers as discussed by the authors, and although research has been conducted to fill that gap, it has not yet reached a critical mass.
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Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions
TL;DR: In this article, the authors examined the interplay between sponsor moral appropriateness and self-team connection and found that consumers with a lower self-Team connection exhibit a lower propensity to support the sponsored teams and have a reduced perception that such teams might produce positive externalities for local communities.
Journal ArticleDOI
Sponsorship and advertising in sport: a study of consumers’ attitude
TL;DR: Research question: Advertising has been considered a less efficient vehicle of marketing communication One recent study refuted that consumers’ attitude towards advertising was rather favorable as discussed by the authors, and argued that consumers were rather favorable towards advertising.
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.