Sports team endorsement Archive
Brand novelty and publicity about athlete endorsers affect cognitive processing and evaluation of ads
Abstract: Using a hierarchy of effects framework (Lavidge and Steiner 1961), the present study investigated how brand novelty and publicity about athlete endorsers influence cognition, affect, and conation in response […]
Sport Team-Endorsed Brands on Facebook: Effects of Game Outcome (Win/Loss), Location (Home/Away) and Team Identification on Fans’ Brand Evaluations
Abstract: Purpose – 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 […]