| Autor: |
Yong Jae Ko, Jeffrey James, Kelly M. Evans, Katherine R. N. Reifurth |
| Rok vydání: |
2019 |
| Předmět: |
|
| Zdroj: |
Journal of Applied Sport Management. 11:1-14 |
| ISSN: |
2327-0187 |
| DOI: |
10.18666/jasm-2019-v11-i4-9602 |
| Popis: |
Prior sport rivalry researchers have failed to examine the effects of rivalry utilizing a multidimensional approach to team identification as well as the effects of rivalries in relation to the behavioral outcomes of lapsed donors. The authors worked with the official booster club of a large public university to create three distinct email campaigns targeting lapsed donors to test the effects of framing donation requests with rivalry-themed communications. The results of this study highlight the varia-tions in these distinct identification dimensions due to the presence of a rivalry as well as the behavioral effects a rivalry has on these lapsed donors. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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