Listar EAE - Artículos por autor "Navarro Lucena, Fernando Jesús"
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Effect of Social Identification on Esports Viewers Behaviours
Navarro Lucena, Fernando Jesús; Molinillo-Jiménez, Sebastián
; Anaya-Sánchez, Rafael (Taylor and Francis, 2024-11-12)
While the literature on esports is growing exponentially, little work has been undertaken into understanding the reasons that lead viewers to buy sponsored products and demonstrate engaged and loyal behaviours towards ... -
Effects of the spectator's emotional attachment to esports players on the sponsoring brand.
Navarro Lucena, Fernando Jesús; Molinillo-Jiménez, Sebastián; Anaya-Sánchez, Rafael (Emerald, 2024)
Purpose The purpose of this study is to understand whether the spectator’s emotional attachment to esports’ players is key for the sponsoring brand’s outcomes. A theoretical model based on the attachment, social influence ... -
The effects of esports viewers’ customer experience on intention to purchase sponsoring brands: the mediating role of social identification.
Navarro Lucena, Fernando Jesús; Anaya-Sánchez, Rafael; Molinillo-Jiménez, Sebastián (Emerald, 2024-12-30)
Purpose – The aim of this study is to understand how the dimensions of esports streaming viewers’ customer experience influence their intentions to buy brands produced by sponsors, both directly and through the mediating ...