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Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty · Study

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ChapterEffects of Social Media on Consumers’ Sports Brand Experiences and Loyalty

Juha Munnukka2017

Chapter2017

Effects of Social Media on Consumers’ Sports Brand Experiences and Loyalty

Juha Munnukka · Heikki Karjaluoto · Tommi Mahlamäki · Ville Hokkanen

14 citations·0/0 files stored·Developments in marketing science: proceedings of the Academy of Marketing Science

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Sports, Gender, and Society

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1993Sports fans: Measuring degree of identification with their team.2001Sport Fans: The Psychology and Social Impact of Spectators 1995Cognitive and Affective Determinants of Fan Satisfaction with Sporting Event Attendance 2006The value of participation in virtual consumer communities on brand loyalty 2007Building the service brand by creating and managing an emotional brand experience 2007Promoting Consumer's Participation in Virtual Brand Communities: A New Paradigm in Branding Strategy 2013Understanding fan motivation for interacting on social media

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Year2017

Typechapter

Published2017-01-01

VenueDevelopments in marketing science: proceedings of the Academy of Marketing Science

ISSN-L2363-6165

Languageen

Citations14

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/978-3-319-45596-9_194

openalex_workW2594520464

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