Search Results - person:"Lin, Yi-hsiu"

Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification

Lin, Yi-Hsiu; Chen, Chen-Yueh; Chou, Ya-Lun; Yeh, Chia-Jun - In: European Sport management quarterly : ESMQ 23 (2023) 1, pp. 207-226

Persistent link: https://www.econbiz.de/10014282744

Comparison between various corporate social responsibility initiatives based on spectators' attitudes and attendance intention for a professional baseball franchise

Chen, Chen-Yueh; Lin, Yi-Hsiu - In: Sport marketing quarterly : preferred journal of the … 30 (2021) 2, pp. 85-94

Persistent link: https://www.econbiz.de/10012630734

Development and psychometric evaluation of sport stadium atmosphere scale in spectator sport events

Chen, Chen-yueh; Lin, Yi-hsiu; Chiu, Hui-ting - In: European Sport management quarterly : ESMQ 13 (2013) 2, pp. 200-215

Persistent link: https://www.econbiz.de/10009743868

Impulsive purchasing behavior for professional sports team-licensed merchandise-from the perspective of group effects

Chen, Chen-yueh; Lin, Yi-hsiu; Chang, Wen-mei - In: Sport marketing quarterly : preferred journal of the … 22 (2013) 2, pp. 83-91

Persistent link: https://www.econbiz.de/10010257038

Development and psychometric evaluation of sport stadium atmosphere scale in spectator sport events

Chen, Chen-Yueh; Lin, Yi-Hsiu; Chiu, Hui-Ting - In: European Sport management quarterly : ESMQ 13 (2013) 2, pp. 200-215

Persistent link: https://www.econbiz.de/10010103038

Sport Consumption - Impulsive Purchasing Behavior for Professional Sports Team-Licensed Merchandise — From the Perspective of Group Effects

Chen, Chen-Yueh; Lin, Yi-Hsiu; Chang, Wen-Mei - In: Sport marketing quarterly : for professionals in the … 22 (2013) 2, pp. 83-91

Persistent link: https://www.econbiz.de/10010157608

A demand analysis for the Chinese Professional Baseball League 1990 -2008

Chen, Chen-yueh; Lin, Yi-hsiu; Lin, Yen-kuang - In: International journal of sports marketing & sponsorship 13 (2011/12) 2, pp. 106-115

Persistent link: https://www.econbiz.de/10009508644

Celebrity endorsement for sporting events using classical conditioning

Chen, Chen-yueh; Lin, Yi-hsiu; Hsiao, Chia-lin - In: International journal of sports marketing & sponsorship 13 (2011/12) 3, pp. 209-219

Persistent link: https://www.econbiz.de/10009550104

A demand analysis for the Chinese Professional Baseball League 1990-2008

Chen, Chen-Yueh; Lin, Yi-Hsiu; Lin, Yen-Kuang - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 2, pp. 17-26

The Chinese Professional Baseball League (CPBL) experienced a rapid decline in attendance after the mid 1990s. In this study, market demand analysis is used to discover the causes of variation in CPBL attendance from 1990 to 2008. The ordinary least squares (OLS) is employed for model...

Persistent link: https://www.econbiz.de/10014811770

Celebrity endorsement for sporting events using classical conditioning

Chen, Chen-Yueh; Lin, Yi-Hsiu; Claussen, Cathryn L. - In: International Journal of Sports Marketing and Sponsorship 13 (2012) 3, pp. 46-56

This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent with a sporting event leads to a stronger conditioning...

Persistent link: https://www.econbiz.de/10014811779