国际营销报告公司
期刊
会议
图书
作者:SarahKelly , MichaelIreland , FrankAlpert
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (2)IMR
摘要:Two studies were undertaken with the aim of determining the nature and prevalence of exposure to alcohol sponsorship communications associated with sport. Study 1 reports a content analysis of alcohol sponsors’ leveraging across popular sporting events. Study 2 examines alco...
作者:DongfengLiu
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (2)IMR
摘要:Using Shanghai F1 as an example, this research seeks to examine the impact of mega-events on host city image from the perspective of international students. Leisure facilities and service were the most positive image impact perceived by the respondents, followed by affective city...
作者:MasakiKudo , Yong JaeKo , MatthewWalker
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (2)IMR
摘要:The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific...
作者:Claudio M.Rocha , Janet S.Fink
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (2)IMR
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...
作者:Jae-PilHa , Sun J.Kang , JaehyunHa
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)IMR
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:John LCrompton
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)IMR
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:Claudio HoffmannSampaio , Jefferson DobnerSordi , Marcelo GattermannPerin
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)IMR
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:Wonseok (Eric)Jang , Yong JaeKo , Sylvia M.Chan-Olmsted
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015, Vol.16 (3)IMR
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:Ricard W.Jensen , Yam B.Limbu , YashaSpong
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015IMR
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:T. ChristopherGreenwell , DustinThorn , JasonSimmons
来源:[J].International Journal of Sports Marketing & Sponsorship, 2015IMR
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...

我们正在为您处理中,这可能需要一些时间,请稍等。

资源合作:cnki.scholar@cnki.net, +86-10-82896619   意见反馈:scholar@cnki.net

×