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    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/124587
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/124587


    Title: Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team identification on fans’ brand evaluations
    Authors: 陳冠儒
    Chen, Kuan-Ju
    Phua, Joe
    Pan, Po-Lin
    Chen, Kuan-Ju
    Contributors: 企管系
    Date: 2018-08
    Issue Date: 2019-08-03
    Abstract: 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.
    Relation: Online Information Review, Vol.42, No.4, pp.438-450
    Data Type: 期刊論文
    Appears in Collections:[企業管理學系] 期刊論文

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