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The persuasion process of sponsorship and non-sponsored activation and the dual mediation model Journal article
Quintal, Vanessa, Liu, Matthew Tingchi, Unsal, Fahri, Phau, Ian. The persuasion process of sponsorship and non-sponsored activation and the dual mediation model[J]. EVENT MANAGEMENT, 2020, 24(2-3), 235-252(18).
Authors:  Quintal, Vanessa;  Liu, Matthew Tingchi;  Unsal, Fahri;  Phau, Ian
Adobe PDF | Favorite | TC[WOS]:3 TC[Scopus]:4  IF:1.3/1.4 | Submit date：2019/10/21
Attitude  Cognition  Global Brands  Purchase Intention  Sponsorship Activation  
Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China Journal article
Liu M.T., Huang Y., Minghua J.. Relations among attractiveness of endorsers, match-up, and purchase intention in sport marketing in China[J]. Journal of Consumer Marketing, 2007, 24(6), 358.
Authors:  Liu M.T.;  Huang Y.;  Minghua J.
Favorite | TC[Scopus]:92 | Submit date：2018/10/30
Advertising  Athletics  China  Purchasing  Sponsorship