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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Advertisement Typicality: A Longitudinal Experiment: Can Sponsors Transfer the Image Of a Sporting Event to Their Brand?
TL;DR: In this article, the authors examined how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand over time, and they found that high typicality enhanced the effectiveness of sponsorship in event-related advertising more than low typicality.
Journal ArticleDOI
Sports Mega-Event Sponsorship: The Impact of FIFA Reputation and World Cup Image on Sponsor Brand Equity
TL;DR: In this paper, the authors investigated the influence the organizing body's reputation has on the image of a sports mega-event and on the mega event sponsors' consumer-based brand equities.
Journal ArticleDOI
Faster! More! Better! Drivers of upgrading among participants in extreme sports events
TL;DR: In this article, a model is developed that addresses psychological theories of extreme behaviors and voluntary risk-seeking on one side, but also marketing drivers of consumers' upgrading on the other side.
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The importance of context in understanding football fans’ reactions to corporate stadia naming rights sponsorships
TL;DR: In this paper, the authors explored fans' reactions to corporate naming rights sponsorship of football club stadia and identified a range of contextual factors impacting these reactions, including prior involvement with the club by the sponsor, fans' perceived impact of the sponsorship investment, and whether the stadium is new or long-established.
Journal ArticleDOI
The Influence of Sport Sponsorship on Brand Equity in South Africa
TL;DR: In this article, the influence of sport sponsorship on brand equity in South Africa is examined, examining the impact and contribution of brand awareness, brand image, brand loyalty and perceived qualitatively and qualitatively.
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.