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Keywords: word of mouth
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Journal Articles
Continuance intention in running apps: the moderating effect of relationship norms
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2022) 23 (1): 132–154.
Published: 21 May 2021
... was significantly positively correlated with word-of-mouth (WOM) and brand intimacy. Furthermore, the study confirmed the moderating effect of consumers' relationship norms on the correlation between continuance intention and WOM and brand intimacy. Originality/value Amid the increasing emphasis on self...
Journal Articles
Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 429–452.
Published: 11 August 2020
... identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive word of mouth (WOM) about sponsor products as compared to the female respondents. The younger age group of less...
Journal Articles
Super Bowl: a case study of buzz marketing
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2007) 9 (1): 28–34.
Published: 01 October 2007
... as a complete solution for maintaining competitiveness in today's sporting environment. Super Bowl: a case study of buzz marketing CASE STUDY Keywords Super Bowl event marketing internet advertising buzz marketing word of mouth advertising tools Iris Mohr Associate Professor, Marketing Department, Tobin College...
