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Tourist perceptions of event-sponsor brand fit and sponsor brand attitude

Shu, Shih-Tung; King, Brian; Chang, Ching-Hung - In: Journal of travel and tourism marketing 32 (2015) 5/6, pp. 761-777

Persistent link: https://www.econbiz.de/10011387031

Tourist attitudes to mega-event sponsors: where does patriotism fit?

Chang, Ching-Hung; King, Brian; Shu, Shih-Tung - In: Journal of vacation marketing 26 (2020) 3, pp. 320-333

Persistent link: https://www.econbiz.de/10012265181

Determinants of purchase intention toward sponsoring product : mediating role of sponsor identification in Korean professional baseball games

Baek, Woo-yeul; Byon, Kevin K.; Jones, Charles W.; … - In: International journal of sport management and marketing … 15 (2014) 5/6, pp. 261-278

Persistent link: https://www.econbiz.de/10011503697

A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa

K. Byon, Kevin; Lee, Soonhwan; A. Baker, Thomas - In: Sport, Business and Management: An International Journal 4 (2014) 2, pp. 158-177

Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward...

Persistent link: https://www.econbiz.de/10015006858