Factors affecting football fans’ purchase intention toward sponsoring product—a conceptual model

• Main Authors: Thoo, A. C., Radzi, N. F. M., Merlinda, F., Muharam, Muharam, Ho, P. H.
• Format: Article
• Published: American Scientific Publishers 2016
• Subjects: HD28 Management. Industrial Management
• Online Access: http://eprints.utm.my/id/eprint/71795/; https://www.scopus.com/inward/record.uri?eid=2-s2.0-85012024573&doi=10.1166%2fasl.2016.8116&partnerID=40&md5=75d931b30f6304c5473c4f3e9fda9328

Since the Internet is becoming ubiquitous nowadays, especially the massive usage of social media, the competition among organisations in marketplace has turned to be more intense. As the social media are able to amplify the effect of an organisation’s promotion program like sponsorship program, more...