Rogelio Del Prado-Flores
SNII nivel 2
Temas: ética, política e intersubjetividad de la comunicación social
rogelio.delprado2@anahuac.mx
(55) 5627 0210, ext. 7169
A model of fans’ reaction to resurrected brands of sport organizations
Abstract
Purpose
The purpose of this paper is to reveal the conditions that facilitate or hinder a favorable reaction of fans to the resurrection of sport club brands.
Design/methodology/approach
The proposed model was empirically tested by applying partial least squares-SEM to a sample of 462 fans of five Romanian football and handball clubs that were resurrected in the last five years.
Adoption of fitness wearables: Insights from partial least squares and qualitative comparative analysis
Abstract
Purpose
This paper aims to analyse the adoption of fitness wearables by using the unified theory of acceptance and use of technology (UTAUT). The study analyses the relative weights and causal combinations of antecedent variables on use and intention to use fitness wearables.
