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Determinants of consumer attitude toward corporate sponsors : a comparison between a profit and nonprofit sport event sponsorship

Ko, Yong Jae; Chang, Yonghwan; Park, Chanmin; Herbst, … - In: Journal of consumer behaviour : an international … 16 (2017) 2, pp. 176-186

Persistent link: https://www.econbiz.de/10011685073

Effects of Commitment to CSR-Linked Sport Sponsorship on Consumers' Fit Perception, Attitude toward Sponsor, and Word-of-Mouth Intention

Asada, Akira; Yan, Meimei; Ko, Yong Jae; Lee, Joon Sung - In: Sport marketing quarterly : preferred journal of the … 32 (2023) 2, pp. 137-149

Persistent link: https://www.econbiz.de/10014315787

Exploring the patterns of dual attitude changes in the context of athlete endorsement : the interplay of fit, evaluative conditioning, and introspection focus

Chang, Yonghwan - In: Journal of sport management : the official journal of … 32 (2018) 5, pp. 413-425

Persistent link: https://www.econbiz.de/10011934508

When team sponsorship of cause-related messages leads to unfavorable fan reactions : the interplay among competency, cause orientation, and message source

Chang, Yonghwan; Kwak, Dae Hee - In: European Sport management quarterly : ESMQ 23 (2023) 4, pp. 1024-1045

Persistent link: https://www.econbiz.de/10014320222

The effects of sport involvement, sponsor awareness and corporate image on intention to purchase sponsors' products

Ko, Yong Jae; Kim, Kyoungtae; Claussen, Cathryn L.; … - In: International journal of sports marketing & sponsorship 9 (2007/08) 2, pp. 79-94

Persistent link: https://www.econbiz.de/10003678103

Determinants of consumers' attitudes toward a sport sponsorship : a tale from college athletics

Ko, Yong Jae; Kim, Yu Kyoum - In: Journal of nonprofit & public sector marketing 26 (2014) 3, pp. 185-207

Persistent link: https://www.econbiz.de/10010490409

The influence of title sponsorships in sports events on stock price returns

Kudo, Masaki; Ko, Yong Jae; Walker, Matthew; … - In: International journal of sports marketing & sponsorship 16 (2014/15) 2, pp. 118-137

Persistent link: https://www.econbiz.de/10011289392

Engagement in sports virtual brand communities

Santos, Manuel Alonso dos; Guardia, Francisco Rejón; … - In: Journal of business research : JBR 89 (2018), pp. 273-279

Persistent link: https://www.econbiz.de/10011881786

The impact of relationship quality on attitude toward a sponsor

Kim, Yu Kyoum; Ko, Yong Jae; James, Jeffery - In: The journal of business & industrial marketing 26 (2011) 8, pp. 566-576

Persistent link: https://www.econbiz.de/10009410780

The impact of relationship quality on attitude toward a sponsor

Kyoum Kim, Yu; Jae Ko, Yong; James, Jeffery - In: Journal of Business & Industrial Marketing 26 (2011) 8, pp. 566-576

Purpose – The purpose of the current study is to advance understanding of sponsorship effectiveness by investigating the impact of the quality of the relationship between a consumer and a sport property on sponsorship effectiveness. Design/methodology/approach – A model was developed to...

Persistent link: https://www.econbiz.de/10014843093