Buying a sponsor's brand: the role of affective commitment to the sponsored team
Article Abstract:
The structural equations model for the analysis of performance linked sponsorship of sports teams is presented. The propensity of consumers to purchase a sponsor's products based on the performance of the sponsored teams is discussed.
Publisher: Harcourt Brace & Company Ltd.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
Psychological aspects, Economic aspects, Performances, Endorsement advertising, Sports teams
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
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A review of factors affecting online consumer research behaviour from an information value perspective
Article Abstract:
The review of literature on marketing management, for the analysis of behavioral factors affecting the online search behavior of consumers, is presented.
Publisher: Harcourt Brace & Company Ltd.
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
Science & research, Marketing Management, Administration of Marketing, Research, Usage, Social science literature
Publication Name: Journal of Marketing Management
Subject: Business
ISSN: 0267-257X
Year: 2007
User Contributions:
Comment about this article or add new information about this topic:
Subjects list: Analysis, Australia, Consumer behavior, Consumer behaviour
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