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Keywords: Excitation-transfer
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Journal Articles
Journal:
Online Information Review
Online Information Review (2018) 42 (4): 438–450.
Published: 18 July 2018
...Joe Phua; Po-Lin Pan; Kuan-Ju Chen Purpose 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...
