FiT Publishing

The exponential growth of the secondary ticket market is primarily driven by proliferation of secondary ticket market companies (i.e., ticket resale platforms). With these different ticket resale platforms exhibiting varying levels of reputation, the role of reputation has become increasingly pivotal, influencing consumers’ decision making in the ticket purchase process. Utilizing signaling theory as a theoretical framework, this study employs a multi-study experimental design to examine the impact of reputation on consumers’ purchase decisions under different pricing conditions (e.g.,...Read more

Although the product match-up hypothesis has proven useful in predicting endorsement effectiveness, the current study reveals that endorser identification may be a better predictor of endorsement success. Specifically, the findings suggest that it is important for the consumer to have a connection in the form of identification with the endorser. In such cases, even a poor-fitting endorsement may lead to positive brand outcomes. Further, identification with the endorser leads to positive outcomes with team-related intentions as well as a sense of community with other fans. The results offer...Read more