A case of multiple (brand) personalities : expanding the methods of brand personality measurement in sport team contexts
Year of publication: |
March 2017
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Authors: | Greenhalgh, Greg ; Dwyer, Brendan ; LeCrom, Carrie W. |
Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 26.2017, 1, p. 20-30
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Subject: | brand personality | branding measurement | collegiate sport | Markenimage | Brand image | Markenführung | Brand management | Sportmarketing | Sports marketing | Persönlichkeitspsychologie | Personality psychology | Konsumentenverhalten | Consumer behaviour | Sport | Sports | Profisport | Professional sports | Markenartikel | Brand |
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