An examination of box office relationship quality and relationship selling in Division I college athletics.

Weiner, James F.

doi:10.18297/etd/3030

Cited by 1 publication

(2 citation statements)

References 91 publications

(204 reference statements)

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“…The six items used to measure customer engagement were adapted from . The thirteen items used to assess relationship selling were adapted from Crosby et al (1990) and Weiner (2018). Celebrity attachment was estimated using three items, which were adapted from Ilicic et al (2016).…”

Section: Methodsmentioning

confidence: 99%

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The relationship among relationship-selling, celebrity attachment and customer engagement

Yeh

2023

APJML

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PurposeThis study explores the relationship among relationship-selling, celebrity attachment and customer engagement.Design/methodology/approachHypotheses were tested, using structural equation modeling on survey responses of 321 participants.FindingsThis study determines the connection between relationship-selling factors and customer engagement using the stimulus-organism-response (SOR) theory. Results demonstrate that interactional intensity, mutual disclosure and cooperative intention exert considerable positive effects on celebrity attachment, which, in turn, significantly impacts customer engagement.Originality/valueThe research findings add to the existing body of knowledge through more information on the degree to which relationship-selling factors affect celebrity attachment, and eventually, customer engagement. The study also aims to prompt researchers and organizations to consider effective communication strategies to increase online customer engagement.

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Section: Methodsmentioning

confidence: 99%

“…The content of the questionnaire Relationship selling (References: Crosby et al (1990) and Weiner (2018))…”

Section: Appendixmentioning

confidence: 99%

The relationship among relationship-selling, celebrity attachment and customer engagement

Yeh

2023

APJML

View full text Add to dashboard Cite

show abstract

An examination of box office relationship quality and relationship selling in Division I college athletics.

Cited by 1 publication

References 91 publications

The relationship among relationship-selling, celebrity attachment and customer engagement

The relationship among relationship-selling, celebrity attachment and customer engagement

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