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
Publisher / Ed. Institution : EASM
Issue Date: 2019
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (abstract)
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?
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference other
ISBN: 978-84-09-14068-8
URI: https://easm2019.com/BOAEASM2019.pdf
Appears in Collections:Publikationen School of Management and Law

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