초록

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Abstract ▼ AI-Helper

We tried to test mediating role of authenticity between persuasion knowledge and sponsor(ship) attitudes. And also, we tried to examine moderating role of the popularity of sport event(high versus low) on causal paths from persuasion knowledge to authenticity and finally to consumer"s attitude on ...

We tried to test mediating role of authenticity between persuasion knowledge and sponsor(ship) attitudes. And also, we tried to examine moderating role of the popularity of sport event(high versus low) on causal paths from persuasion knowledge to authenticity and finally to consumer"s attitude on sponsor and sponsorship. The result shows that firstly, activated persuasion knowledge has effect on sponsor(ship) attitude mediated by authenticity. Secondly, the popularity of sport event has significant effect on the causal paths between persuasion knowledge and authenticity, and between authenticity and sponsorship attitude. The theoretical and practical implications of the results are discussed with these results.

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