Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement
Published on Sep 7, 2021in Journal of Research in Interactive Marketing4.018
· DOI :10.1108/JRIM-04-2021-0107
Abstract
References49
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Customer engagement and value co-creation/destruction: the internal fostering and hindering factors and actors in the tourist/hotel experience
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Verification of ingroup morality promotes willingness to participate in collective action for immigrantsâ rights:
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The purpose of this study is to summarize the findings of consumer factor research and to suggest future lines of inquiry connected to branding outcomes. Consumers are comfortable with social media and accept firms occupying the same digital space. However, some consumers more readily engage with firms online than others. Consumer factor antecedents are numerous and yet not fully explored. Online consumer engagement has also been defined and measured in various ways. The resultant outcomes relat...
Jealousy has long been a topic of study in the relational psychology literature, while remaining underexplored in the field of management despite its potential for widespread consequences within th...
When fan engagement with sports club brands matters in sponsorship: influence of fanâbrand personality congruence
Sport fans engage themselves in several forms of behaviour to lend support to their favourite sport clubs. Brands, officially sponsoring these sport clubs, are keen on attracting and building relationships with these highly engaged club fans. Drawing on congruity theory, the study examines the influence of fan personalityâsponsor brand personality (FPâBP) congruence on fan engagement with sport clubs, sponsor brand attitude, and purchase intention towards the sponsor brand. Data were collected f...
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