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Full-Text Articles in Advertising and Promotion Management
The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
The Role Of Customer Attitudes In Building The Reputation Of A Company Sponsoring Sport Events, Dong Jun Rew, Jin-Woo Kim, Yong-Chae Rhee
Teaching and Learning Faculty Publications and Presentations
This study examines the relationship between sponsorship-fit and customer’s attitude toward the sponsorship, and explains the effect of customer’s attitude on the relationship between sponsorship-fit and firm reputation. Specifically, the effect of customer’s attitude is analyzed as mediator in the relationship between sponsorship-fit and customer-based firm reputation. Regression analysis and Partial Least Square Structural Equation Modeling (PLSSEM) are employed to test the research hypotheses. Empirical findings show the importance of sponsorship-fit affects change in customer attitude customer’s attitude mediates the relationship between sponsorship fit and firm reputation.
Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda
Who Killed John Wanamaker?, Marvin Lovett, Gerardo A. Miranda
Marketing Faculty Publications and Presentations
Retailing has grown and continues to contribute significantly to the economy of the Unit-ed States, as well as to most other economies around the world. The study of retailing, as an academic field, continues to grow and evolve. The study of retail history and of its contributors provides beneficial insight. Retail commerce began to flourish in the United States well over a century ago. This study attempts to provide insight into the absence of an original and significant contributor to the field of retailing and marketing, John Wanamaker. In fact, John Wanamaker has been referred to as the “Father of …