Credibility to attract, trust to stay : the mediating role of trust in improving brand congruence in sports services
Year of publication: |
2021
|
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Authors: | Alguacil, Mario ; González-Serrano, María Huertas ; Gómez-Tafalla, Ana María ; González-García, Rómulo Jacobo ; Aguado-Berenguer, Sergio |
Published in: |
European journal of international management : EJIM. - Genève : Inderscience, ISSN 1751-6765, ZDB-ID 2316652-6. - Vol. 15.2021, 2/3, p. 231-246
|
Subject: | brand trust | credibility | congruence | mediating role | mediation analysis | sport services | marketing | sports marketing | management | sports management | branding | brand image | Sportmarketing | Sports marketing | Markenführung | Brand management | Vertrauen | Confidence | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Sportmanagement | Sport management | Profisport | Professional sports |
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