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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: https://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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