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The role of sports sponsorship in negative new stories about a brand : approach the halo effect

Cui, Ge-Qi; Lee, Jung-Yong; Jin, ChangHyun - In: Cogent business & management 6 (2019), pp. 1-20

This study examines whether a company’s sports sponsorship plays a buffering role that mitigates negative consumer … for group allocation. The results indicated that attitude and image formation changed considerably when sports sponsorship … in the experimental results, sports sponsorship affects corporate brand attitude and purchase intention. …

Persistent link: https://www.econbiz.de/10012622512

When the face of the ad is bigger than the brand : how Zlatan Ibrahimović redefined advertising with athletes

Papp-Váry, Árpád Ferenc - In: Administrative Sciences : open access journal 15 (2025) 4, pp. 1-31

Persistent link: https://www.econbiz.de/10015399726

Satellite fans engagement with social networking sites influence on sport team brand equity : a UGT perspective

Ahiabor, Daniel Kofi; Kosiba, John Paul Basewe; Gli, … - In: Digital business 3 (2023) 2, pp. 1-11

, contributing, and creating activities) on sports teams' brand equity. Data for the study were obtained from 347 respondents who … followed their favourite sports teams on SNS. Partial least squares structural equation modeling (PLS-SEM) was used to analyse … engagement behaviour. Also, customer engagement behaviour, that is, consuming and contributing activities, influences sports …

Persistent link: https://www.econbiz.de/10014476457

Measuring attitudes toward sponsor and purchase intention

Dinh Toan Nguyen; Huy Thong Vu - In: Cogent business & management 9 (2022) 1, pp. 1-18

provided to help enterprises improve the effectiveness of sponsorship activities. …

Persistent link: https://www.econbiz.de/10014425826

Generation Z purchase intentions : does sponsorship disclosure matter?

Sesar, Vesna; Hunjet, Anica; Martinčević, Ivana - In: Business systems research : a system view accross … 14 (2023) 2, pp. 158-172

influencer credibility between sponsorship disclosure and purchase intention among the Generation Z. Methods/Approach: We used a … indicate that the direct influence of sponsorship disclosure on purchase intention is non-significant. However, this relation …

Persistent link: https://www.econbiz.de/10014527265

Hail to thee, my sports team brand : investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

Amani, David - In: Future Business Journal 9 (2023) 1, pp. 1-16

Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty …, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can … identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in …

Persistent link: https://www.econbiz.de/10014505966

The relationship between brand associations and fan behaviours for football teams

Eskiler, Ersin; Altunisik, Remzi; Sarikaya, Nilgun - In: Marketing i menedžment innovacij : m&mi (2021) 3, pp. 32-42

Persistent link: https://www.econbiz.de/10013161957

The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness

Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

Persistent link: https://www.econbiz.de/10014434104

Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...

Persistent link: https://www.econbiz.de/10012621943

Leveraging luxury brands purchase intention through cultural congruent assertive advertising : a cross-cultural experimental evidence from Malaysia and Pakistan

Raza, Syed Hassan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 1, pp. 138-165

Recently, scholars suggested that brands can leverage their sales by developing advertisements through identifying the particular cultural orientation associated with consumer behavior in question. However, little effort has been made in understanding this phenomenon that how presentation and...

Persistent link: https://www.econbiz.de/10012507118