Table of contents
Measuring the impact of celebrity endorsement on consumer behavioural intentions: a study of Malaysian consumers
Khong Kok Wei, Wu, You LiThis paper examines the impact of celebrity endorsement on Malaysian consumers' behavioural intentions. Source attractiveness, source credibility and the fit between the endorser…
Major sports events, destination image and intention to revisit from the foreign tourist's perspective
Liu DongfengExisting literature reports the positive image impact of major sports events on sport tourists. This paper empirically tests the image impact of an overall sports events…
Transition from motivation to behaviour: examining the moderating role of Identification (ID) on the relationship between motives and attendance
Yu Kyoum Kim, Galen T Trail, Marshall J MagnusenIn sports consumer behaviour literature only a small amount of variance in attendance is explained bymotives. One possible explanation for this is the existence of a third factor…
How fit connects service brand sponsors with consumers' passions for sponsored events
Russell Lacey, Angeline G CloseGiven the strong interest among services marketing practitioners in sponsoring events, this study illustrates how events and sponsorships synergistically facilitate and deepen…
Consumer patriotism and response to patriotic advertising: comparison of international vs. national sport events
Yongjae Kim, Kitae Yim, Yong Jae KoThis study develops and tests a theoretical research model delineating the relationships between consumers' patriotism and their response to patriotic advertising and the…
ISSN:
1464-6668Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Dr James Zhang