AMA SUMMER CONFERENCE 2018 - EXTENDED ABSTRACT.pdf (19.73 kB)
Driving viewing intentions through entitativity of concurrent sponsors
conference contributionposted on 2018-07-02, 14:16 authored by Peter DickensonPeter Dickenson, Anne SouchonAnne 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.
- Sport, Exercise and Health Sciences
- Business and Economics
Published in2018 AMA Summer Academic Conference
CitationDICKENSON, 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
- AM (Accepted Manuscript)