Driving viewing intentions through entitativity of concurrent sponsors
conference contribution
posted on 2018-07-02, 14:16 authored by Peter DickensonPeter Dickenson, Anne SouchonAnne SouchonThis 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 ConferenceCitation
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 AssociationVersion
- AM (Accepted Manuscript)
Acceptance date
2018-04-23Publication date
2018ISBN
9780877570028Publisher version
Language
- en
