Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification-Reference-Cited by-同舟云学术

Effect of ambush marketing on attitude and purchase intention in the social media context: misidentification and identification

Published:2020-11-16 Issue: Volume: Page:1-20
ISSN:1618-4742
Container-title:European Sport Management Quarterly
language:en
Short-container-title:European Sport Management Quarterly

Author:

Lin Yi-Hsiu¹,Chen Chen-Yueh²,Chou Ya-Lun²,Yeh Chia-Jun³

Affiliation:

1. Master Program of Sport Facility Management and Health Promotion, National Taiwan University, Taipei, Taiwan

2. Department of Leisure and Recreation Industry Management, National Taiwan Sport University, Taoyuan, Taiwan

3. Doctoral Program of Global Sport Management and Innovation, National Taiwan Sport University, Taoyuan, Taiwan

Publisher

Informa UK Limited

Subject

Strategy and Management,Tourism, Leisure and Hospitality Management

Link

https://www.tandfonline.com/doi/pdf/10.1080/16184742.2020.1843514

Reference60 articles.

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2. Liquid Consumption

3. Instagram Stories versus Facebook Wall: an advertising effectiveness analysis

4. Present-Day Corporate Communication

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