haku: @author Madrigal, R. / yhteensä: 2
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| Tekijä: | Madrigal, R. |
| Otsikko: | The influence of social alliances with sports teams on intentions to purchase corporate sponsor's products |
| Lehti: | Journal of Advertising
2000 : WINTER, VOL. 29:4, p. 13-24 |
| Asiasana: | Purchasing Social marketing Sponsorship Sports industry |
| Kieli: | eng |
| Tiivistelmä: | The focus of this study is on how the social alliances existing between fans and a preferred sports team influence purchase intentions. The results suggest that favorable purchase intentions are more likely to occur (1) as identification with the team increases and (2) when such intentions are perceived as a group norm. Moreover, an ordinal interaction indicates that team identification has a greater effect on intentions at lower level of group norms than at higher levels. |
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