Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team...

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	2018-08
上傳時間	2019-08-03
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

dc.contributor	企管系
dc.creator (作者)	陳冠儒
dc.creator (作者)	Chen, Kuan-Ju
dc.creator (作者)	Phua, Joe
dc.creator (作者)	Pan, Po-Lin
dc.creator (作者)	Chen, Kuan-Ju
dc.date (日期)	2018-08
dc.date.accessioned	2019-08-03	-
dc.date.available	2019-08-03	-
dc.date.issued (上傳時間)	2019-08-03	-
dc.identifier.uri (URI)	http://nccur.lib.nccu.edu.tw/handle/140.119/124587	-
dc.description.abstract (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.
dc.format.extent	271331 bytes	-
dc.format.mimetype	application/pdf	-
dc.relation (關聯)	Online Information Review, Vol.42, No.4, pp.438-450
dc.title (題名)	Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team identification on fans’ brand evaluations
dc.type (資料類型)	期刊論文