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Influence of brand-event personality fit on sport sponsors’ consumer-based brand equity
The purpose of this study was to explore the influence of multi-dimensional brand-event personality fit (BEPF) on sport sponsors’ consumer-based brand equity (CBBE). Two sub-studies were conducted, where Study 1 was aimed ...
Congruence of self-team characteristics and their impact on consumption behavior of the National Football League fans
This study examined the congruence of self-team characteristics (i.e., characteristics shared by both fans and teams) and their impact on the consumption behavior of the National Football League (NFL) fans. The investigation ...
Modeling environmental antecedents of online word-of-mouth on team social media: a perspective of information value
The current study explored the environmental antecedents of online word-of-mouth on team social media from the perspective of information value. A content analysis and multiple regression analysis were conducted to assess ...