...Junwoo Choi; Kevin K. Byon; Paul M. Pedersen Purpose This study investigates the impact of banner ads for golf products by examining how product classification, consumer involvement level and contextual congruity interact to influence consumer attitude and purchase intention. Grounded...

...Kirstin Hallmann; Felix Wittmann; Johanna Schumann; Lukas Schmidt; Christoph Breuer; Ralf Roth Purpose This study aims to segment winter sport tourists based on involvement variables and create winter sport personas characterised by additional descriptor variables rooted in socio-economics...

...Giuseppe Lamberti; Josep Rialp; Alexandra Simon Purpose Extending existing research in a football context, this study explores how image and service quality influence spectator tribe satisfaction and loyalty and variations in behaviors depending on age, gender and emotional involvement. Design...

... questionnaires (perceived risk, involvement, and intention to (re)visit questions) were developed based on pertinent previous studies. A main study was conducted in West Texas in the USA with college students. Findings – This study found that the perceived risk factors significantly affected involvement...

...Yuhei Inoue; Cody T Havard; Richard L Irwin Purpose – The purpose of this paper is to investigate the roles of employees’ involvement with the sponsored sport and cause in determining their beliefs about cause-related sport sponsorship. Design/methodology/approach – Respondents completed...

... between fan identification, sports involvement, following sport and fan loyalty. Survey results indicate that fan identification, following sport and involvement positively influence fan loyalty, while following sport was found to mediate the involvement-fan identification relationship. © 2012...

...Kyriaki (Kiki) Kaplanidou; Mark E Havitz Situational involvement (SI) and enduring involvement (EI) are important predictors of spectator sports tourist behaviours. For this study, onsite and web surveys were utilised to help understand how SI and EI levels, with both event and destination, may...

... demonstrates that there was indeed an effect by type of audience and other variables. The effects of the type of audience, involvement, interest and socio-demographic variables on sponsor recall: the soccer African Nations Cup RESEARCH PAPER Keywords sponsorship type of audience recall involvement soccer Fawzi...

... for high involvement products/services should primarily focus on enhancing brand image, knowledge and involvement, while for low involvement products/services a more sales-oriented approach is favourable. The leveraging activities of four Grand National Sponsors of the Athens Olympic Games illustrate...

...Stephen R. McDaniel; Lance Kinney Event Sponsorship Involvement Demographics Values and Interests Audience Characteristics and Sponsorship Respon Keywords: Event Sponsorship, Involvement, Demographics, Values and Interests Audience Characteristics and Event Sponsorship Response...