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Predicting Volunteers' Intention to Return: An Examination of Brand Personality, Prestige, and Identification of Sporting Events
brand identification sporting events brand personality intention to return
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2014/10/29
The purpose of this study was to examine the relationship among four variables: brand personality traits, prestige of a sporting event, brand identification, and individuals' intention to return to vo...
Identifying Sociological Motivation of Hispanic/LatinoSport Consumers Attending Sporting Events
consumer attitudes sociological motivation Hispanics sporting events
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2014/10/29
While Hispanic/Latino's population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (McCarthy, 1998; Humphreys, 200...