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作者:ChristopherHautbois , PatrickBouchet
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015
摘要:It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators’ behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports ...
作者:HaiyanHuang , Luke LunhuaMao , JunqiWang
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015
摘要:The purpose of this study is to examine the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism. The results show that both affective image congruence (AIC) and cognitive image congruence (CIC) have a positive influence on tou...
作者:Carl S.Bozman , DanielFriesner , Matthew Q.Mcpherson
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015
摘要:This paper presents a simple methodological framework to characterise the tangible and intangible benefits of a university athletics department. The methodology is applied to the athletics department at Gonzaga University (GU) in Spokane, Washington USA. The brand equity associat...
作者:T. ChristopherGreenwell , DustinThorn , JasonSimmons
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015
摘要:This study examines how Mixed Martial Arts (MMA) events are marketed in order to understand the role of violence in promoting events. Researchers examined 134 pieces of promotional artwork and 57 promotional news releases by MMA organisations across North America, Asia and Europe...
作者:Ricard W.Jensen , Yam B.Limbu , YashaSpong
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015
摘要:Until now, little research has been conducted to analyse Twitter conversations about the corporate sponsors of football clubs. The conventional and most widely used method has been to use content analysis to assess the sentiment of the tweets that were sent. However, this approac...
作者:Wonseok (Eric)Jang , Yong JaeKo , Sylvia M.Chan-Olmsted
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)
摘要:No psychometrically sound measurement scaleexists to effectively measure sports team reputation.The current study proposed and developed theSpectator-based Sports Team Reputation (SSTR) byconsidering the most important stakeholder groups– spectators. The results indicated th...
作者:Claudio HoffmannSampaio , Jefferson DobnerSordi , Marcelo GattermannPerin
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)
摘要:This paper investigates the transaction decoupling phenomenon in purchase and consumption of football match tickets. The theoretical approach describes several economical constructs behind individual decision-making behaviour, including sunk costs, mental accounting and coupling....
作者:John LCrompton
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)
摘要:While substantial literature has addressed the benefits that sponsors seek from linking with a sports property, relatively little attention has been given to the potential costs businesses risk from such relationships. This paper suggests that beyond ambushing there are eigh...
作者:Jae-PilHa , Sun J.Kang , JaehyunHa
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)
摘要:This study proposes a conceptual model to comprehensively understand how sports fans perceive and accept smartphones and applications in a sport consumption context by developing a series of propositions. Theoretically based on the Technology Acceptance Model (TAM) and the S...
作者:Claudio M.Rocha , Janet S.Fink
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (2)
摘要:The purpose of this research was to investigate the effects of patriotism and identification with national players on identification with the NBA and, ultimately, with purchase intentions of league-related merchandise. Findings revealed that the interaction between patriotism and...

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