Becoming more than an athlete : developing an athlete's personal brand using strategic philanthropy
Year of publication: |
2022
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Authors: | Kunkel, Thilo ; Doyle, Jason ; Na, Sangwon |
Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1746-031X, ZDB-ID 2199044-X. - Vol. 22.2022, 3, p. 358-378
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Subject: | Athlete brands | athlete philanthropy | brand image | social media | sport consumers | Sportler | Athletes | Markenführung | Brand management | Markenimage | Brand image | Wohltätigkeit | Charity | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Social Web | Social web | Sport | Sports | Erdbeben | Earthquake |
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