Branding a professional sport team that reenters the same marketplace : stakeholders' perspectives
Year of publication: |
2021
|
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Authors: | Rodrigue, François ; Abeza, Gashaw ; Séguin, Bernoit ; MacIntosh, Eric 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. 30.2021, 1, p. 3-15
|
Subject: | familiar market | unfamiliar brand | cocreation | new brand | reentry | Markenführung | Brand management | Stakeholder | Profisport | Professional sports | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing |
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