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Journal of Global Scholars of Marketing Science Volume 23, 2013 - Issue 1: Sport Marketing and Media
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Original Articles

The effect of sports event tourism on event attitude and the brand equity of sportswear sponsors

研究体育旅游对赛事态度及体育用品赞助商品牌资产方面的影响

Eunha Chun Department of Clothing and Textiles, Yonsei University, Seoul, Korea
,
Jane Ko Department of Clothing and Textiles, Yonsei University, Seoul, Korea
,
Jieun Lee Department of Clothing and Textiles, Yonsei University, Seoul, Korea
&
Eunju Ko Department of Clothing and Textiles, Yonsei University, Seoul, KoreaCorrespondence[email protected]
Pages 72-91 | Received 01 Dec 2011, Accepted 23 Jul 2012, Published online: 16 Jan 2013

Citations (14)

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Read on this site (5)

Yang Sun & Eunju Ko. (2016) Influence of sustainable marketing activities on customer equity. Journal of Global Scholars of Marketing Science 26:3, pages 270-283.
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Hyunji Do, Eunju Ko & Arch G. Woodside. (2015) Tiger Woods, Nike, and I are (not) best friends: how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality. International Journal of Advertising 34:4, pages 658-677.
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Heeju Chae, Eunju Ko & Jinghe Han. (2015) How do customers' SNS participation activities impact on customer equity drivers and customer loyalty? Focus on the SNS services of a global SPA brand. Journal of Global Scholars of Marketing Science 25:2, pages 122-141.
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Yang Sun, Kyung Hoon Kim & Juran Kim. (2014) Examining relationships among sustainable orientation, perceived sustainable marketing performance, and customer equity in fast fashion industry. Journal of Global Fashion Marketing 5:1, pages 74-86.
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Kihan Kim & Jeffrey James. (2013) Sport marketing and media research: contributions from the global network of scholars in sport management. Journal of Global Scholars of Marketing Science 23:1, pages 1-7.
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Articles from other publishers (9)

Sang Jin Kim, Jiwon Yoo & Eunju Ko. (2023) The effects of brand collaboration with the online game on customer equity and purchase intention: moderating effect of fashion brand type. Asia Pacific Journal of Marketing and Logistics 35:9, pages 2282-2299.
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Zahra Qorbani, Hamidreza Koosha & Mohsen Bagheri. (2020) An integrated model for customer equity estimation based on brand equity. International Journal of Market Research 63:5, pages 635-664.
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Anna Rebeca Do Nascimento Bezerra, Mario Rodrigues dos Anjos Neto, Patrícia De Oliveira Campos & Marconi Freitas da Costa. (2021) Estratégias de marketing esportivo de clubes de futebol do Agreste Pernambucano. Podium Sport Leisure and Tourism Review 10:3, pages 1-20.
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Zahra Qorbani, Hamidreza Koosha & Mohsen Bagheri. (2019) The Impact of Brand Equity on Customer Equity. The Impact of Brand Equity on Customer Equity.
Jeonmi Ko & Eunju Ko. (2016) The Effects of Multi-channel Attributes of Dongdaemun-based Fashion Brands on Customer Equity. Fashion & Textile Research Journal 18:6, pages 800-811.
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Yang Sun, Tony C. Garrett & Kyung Hoon Kim. (2016) Do Confucian principles enhance sustainable marketing and customer equity?. Journal of Business Research 69:9, pages 3772-3779.
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Sascha Raithel, Charles R. Taylor & Stefan J. Hock. (2016) Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects. Journal of Business Research 69:9, pages 3788-3794.
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Hong Seob Jung, Kyung Hoon Kim & Chang Han Lee. (2014) Influences of perceived product innovation upon usage behavior for MMORPG: Product capability, technology capability, and user centered design. Journal of Business Research 67:10, pages 2171-2178.
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Johnny JiungYee Lee, Michael L. Capella, Charles R. Taylor, Mi (Meg) Luo & Colin B. Gabler. (2014) The financial impact of loyalty programs in the hotel industry: A social exchange theory perspective. Journal of Business Research 67:10, pages 2139-2146.
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