A Path Analytic Model of the Psychology of Service Commitment

Author(s):  
Mark P. Pritchard
Keyword(s):  
Author(s):  
Anish Yousaf ◽  
Anil Gupta

This chapter empirically examines the importance of involvement in accurate sponsor identification in Indian Premier League (IPL) and explores the involvement differences between gender characteristics. The study aims to: (1) validate Kyle et al. (2004) involvement scale in context of IPL, (2) examine involvement differences according to gender characteristics, and (3) explore the impact of individuals' involvement on their ability to recall sponsors. Findings of the study reveal that involvement differences do exist among gender characteristics and individuals' levels of involvement significantly impact their ability to recall sponsors, as it was found that highly involved individuals recall more sponsors. These findings have implications for marketers investing in sponsorship-linked marketing in emerging economies.


2019 ◽  
Vol 119 (7) ◽  
pp. 1150-1159 ◽  
Author(s):  
Darcy A. Freedman ◽  
Bethany A. Bell ◽  
Jill K. Clark ◽  
Patricia A. Sharpe ◽  
Erika S. Trapl ◽  
...  

2013 ◽  
Vol 74 (6) ◽  
pp. 841-851 ◽  
Author(s):  
Shannon R. Kenney ◽  
Andrew Lac ◽  
Joseph W. LaBrie ◽  
Justin F. Hummer, ◽  
Andy Pham

1995 ◽  
Vol 26 (5) ◽  
pp. 637-658 ◽  
Author(s):  
John C. Anderson ◽  
Manus Rungtusanatham ◽  
Roger G. Schroeder ◽  
Sarvanan Devaraj

2017 ◽  
Vol 62 (2) ◽  
pp. 81-88 ◽  
Author(s):  
Anna Pendergrass ◽  
Martin Hautzinger ◽  
Timothy R. Elliott ◽  
Oliver Schilling ◽  
Clemens Becker ◽  
...  

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