Despite the now well developed use of sponsorship linked marketing, there have been few methodological advances in the measurement of sponsorship constructs and outcomes. This paper offers a preliminary development of an activity index for use in the sponsorship marketing context. The activity...

This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal references (television, newspaper, magazine, product catalogue and the internet) were examined from a total of 626 randomly...

Purpose – The purpose of this paper is to investigate the impact of customer perceived value on behavioural intentions in a cellar door context, and to examine the role of satisfaction as a mediator of the customer perceived value‐behavioural intentions relationship....

Purpose – Buyer trust is needed to begin any purchasing relationship whether the exchange is to take place online or offline. In the online environment, instilling trust is critical to the formation of a purchasing relationship owing to the perception of increased risk on the part of the...

Purpose – The wine business is a fast growing industry in Taiwan particularly since the government deregulated the monopoly system, which in turn has induced fierce competition. Affective theory suggests that consumer emotion affects mood and purchasing behavior. The purpose of this paper is...

Purpose – The study seeks to quantify the ability of consumer knowledge (both objective and subjective) and personal self‐confidence to moderate consumer reliance on price and country of origin (COO) when evaluating wine quality, when all intrinsic cues are experienced through sensory...

Purpose – Most marketing researchers use rating scales to understand consumer preferences. These have a range of problems, which can be greatly ameliorated by the use of a new technique, best‐worst scaling (BWS). The purpose of this paper is to demonstrate the BWS method by an empirical...