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Driving viewing intentions through entitativity of concurrent sponsors

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conference contribution
posted on 02.07.2018 by Peter Dickenson, Anne Souchon
This paper examines how roster size, homogeneity of sponsors’ offerings, and an implicit theory about groups (a) influence people’s ‘groupness’ perceptions (i.e. entitativity) of concurrent sponsors and (b) interact with entitativity, such that viewing intentions are affected.

History

School

  • Sport, Exercise and Health Sciences
  • Business and Economics

Department

  • Business

Published in

2018 AMA Summer Academic Conference

Citation

DICKENSON, P. and SOUCHON, A.L., 2018. Driving viewing intentions through entitativity of concurrent sponsors. IN: Gal, D., Hewett, K. and Jayachandran, S. (eds). Proceedings of the 2018 AMA Summer Academic Conference, Big Ideas and New methods in Marketing, Boston, MA, USA, 10-12 August 2018, Volume 29, CE-23.

Publisher

© American Marketing Association

Version

AM (Accepted Manuscript)

Acceptance date

23/04/2018

Publication date

2018

ISBN

9780877570028

Language

en

Location

Boston, MA

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