| Publication type: | Conference other |
| Type of review: | Peer review (abstract) |
| Title: | The influence of non-transactional engagement behavior on merchandise consumption |
| Authors: | Hüttermann, Marcel Kunkel, Thilo |
| et. al: | No |
| Proceedings: | Book of abstracts for the 27th European sport management conference |
| Conference details: | 27th European Sport Management Conference (EASM), Seville, Spain, 3-6 September 2019 |
| Issue Date: | 2019 |
| Publisher / Ed. Institution: | EASM |
| ISBN: | 978-84-09-14068-8 |
| Language: | English |
| Subject (DDC): | 306: Culture |
| Abstract: | Fan engagement has received increased academic and practitioner attention because of its ability to influence organization-consumer relationships. However, existing research on fan engagement has mostly focused on non-transactional behaviors and neglected its relationship with transactional behaviors, such as purchasing merchandising products. To address these research gaps, the following research questions guide this project: What is the relationship between non-transactional engagement behavior and merchandising purchase? |
| URI: | https://easm2019.com/BOAEASM2019.pdf https://digitalcollection.zhaw.ch/handle/11475/18687 |
| Fulltext version: | Published version |
| License (according to publishing contract): | Licence according to publishing contract |
| Departement: | School of Management and Law |
| Organisational Unit: | Institute of Marketing Management (IMM) |
| Appears in collections: | Publikationen School of Management and Law |
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Hüttermann, M., & Kunkel, T. (2019). The influence of non-transactional engagement behavior on merchandise consumption. Book of Abstracts for the 27th European Sport Management Conference. https://easm2019.com/BOAEASM2019.pdf
Hüttermann, M. and Kunkel, T. (2019) ‘The influence of non-transactional engagement behavior on merchandise consumption’, in Book of abstracts for the 27th European sport management conference. EASM. Available at: https://easm2019.com/BOAEASM2019.pdf.
M. Hüttermann and T. Kunkel, “The influence of non-transactional engagement behavior on merchandise consumption,” in Book of abstracts for the 27th European sport management conference, 2019. [Online]. Available: https://easm2019.com/BOAEASM2019.pdf
HÜTTERMANN, Marcel und Thilo KUNKEL, 2019. The influence of non-transactional engagement behavior on merchandise consumption. In: Book of abstracts for the 27th European sport management conference [online]. Conference presentation. EASM. 2019. ISBN 978-84-09-14068-8. Verfügbar unter: https://easm2019.com/BOAEASM2019.pdf
Hüttermann, Marcel, and Thilo Kunkel. 2019. “The Influence of Non-Transactional Engagement Behavior on Merchandise Consumption.” Conference presentation. In Book of Abstracts for the 27th European Sport Management Conference. EASM. https://easm2019.com/BOAEASM2019.pdf.
Hüttermann, Marcel, and Thilo Kunkel. “The Influence of Non-Transactional Engagement Behavior on Merchandise Consumption.” Book of Abstracts for the 27th European Sport Management Conference, EASM, 2019, https://easm2019.com/BOAEASM2019.pdf.
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