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https://ah.lib.nccu.edu.tw/handle/140.119/124587
題名: | Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team identification on fans’ brand evaluations | 作者: | 陳冠儒 Chen, Kuan-Ju Phua, Joe Pan, Po-Lin Chen, Kuan-Ju |
貢獻者: | 企管系 | 日期: | Aug-2018 | 上傳時間: | 3-Aug-2019 | 摘要: | Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. | 關聯: | Online Information Review, Vol.42, No.4, pp.438-450 | 資料類型: | 期刊論文 |
Appears in Collections: | 期刊論文 |
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