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The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics
16 references·0 citing·46 second hopsampled
The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics (2023)The impact of mascot attributes on sponso…Past, present, and future of customer engagement (2021)Past, present, and future of …Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust (2020)Unlocking the customer engage…Customer Engagement: Exploring Customer Relationships Beyond Purchase (2012)Customer Engagement: Explorin…Customer Engagement (2011)Customer EngagementCustomer Engagement Behavior: Theoretical Foundations and Research Directions (2010)Customer Engagement Behavior:…The development of the Game Engagement Questionnaire: A measure of engagement in video game-playing (2009)The development of the Game E…A Tale of Three Perspectives (2009)A Tale of Three PerspectivesA grounded investigation of game immersion (2004)A grounded investigation of g…Building Brand Image Through Event Sponsorship: The Role of Image Transfer (1999)Building Brand Image Through …An International Review of Sponsorship Research (1998)An International Review of Sp…Customer value: The next source for competitive advantage (1997)Customer value: The next sour…A model of image creation and image transfer in event sponsorship (1997)A model of image creation and…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Who is the Celebrity Endorser…The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations (1986)The Role of Attitude toward t…An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object (1963)An Investigation of the Relat…The Influence of Source Credibility on Communication Effectiveness (1951)The Structure of Scientific Revolutions (1963)Possessions and the Extended Self (1988)Dimensions of Brand Personality (1997)Dimensions of Brand Personality (1997)A Conceptual Model of Service Quality and Its Implications for Future Research (1985)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments (2000)Consumer perceived value: The development of a multiple item scale (2001)Consumer Trust, Value, and Loyalty in Relational Exchanges (2002)Advances in Consumer Research (2025)The Commitment-Trust Theory of Relationship Marketing (1994)Job Burnout (2001)School Engagement: Potential of the Concept, State of the Evidence (2004)Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation (2014)Understanding Customer Experience Throughout the Customer Journey (2016)Statistical principles in experimental design. (1962)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Significance tests and goodness of fit in the analysis of covariance structures. (1980)Customer Loyalty: Toward an Integrated Conceptual Framework (1994)The Persuasion Knowledge Model: How People Cope with Persuasion Attempts (1994)A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research (2003)Flow: the psychology of optimal experience (1990)Flow: The Psychology of Optimal Experience (1991)The pleasure principle (2000)GameFlow (2005)Measuring and defining the experience of immersion in games (2008)Conceptualising engagement with digital behaviour change interventions: a systematic review using principles from critical interpretive synthesis (2016)Nebraska Symposium on Motivation: 1955 (1957)The Measurement of Meaning (1957)Nebraska Symposium on Motivation, 1969. 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(2003)Sources of Method Bias in Social Science Research and Recommendations on How to Control It (2011)Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 (2012)Common Method Bias in PLS-SEM (2015)Evolving to a New Dominant Logic for Marketing (2003)Consumer engagement in a virtual brand community: An exploratory analysis (2011)The Behavioral Consequences of Service Quality (1996)Digital transformation: A multidisciplinary reflection and research agenda (2019)Understanding Attitudes and Predicting Social Behavior (1980)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? (2009)
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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity15,244 cited
  • 1997Customer value: The next source for competitive advantage4,739 cited
  • 2011Customer Engagement4,036 cited
  • 2010Customer Engagement Behavior: Theoretical Foundations and Research Directions3,640 cited
  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,263 cited
  • 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations2,537 cited
  • 2012Customer Engagement: Exploring Customer Relationships Beyond Purchase2,207 cited
  • 2009A Tale of Three Perspectives1,737 cited
  • 1963An Investigation of the Relationships between Beliefs about an Object and the Attitude toward that Object1,652 cited
  • 2004A grounded investigation of game immersion1,337 cited
  • 2009The development of the Game Engagement Questionnaire: A measure of engagement in video game-playing1,078 cited
  • 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
  • 1997A model of image creation and image transfer in event sponsorship765 cited
  • 1998An International Review of Sponsorship Research710 cited
  • 2021

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Past, present, and future of customer engagement
505 cited
  • 2020Unlocking the customer engagement-brand loyalty relationship in tourism social media: The roles of brand attachment and customer trust459 cited
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