Does team identification of satellite fans influence brand-related sponsorship outcomes? : what we learned from Manchester United supporters in Malaysia
Year of publication: |
2024
|
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Authors: | Tsordia, Charitomeni ; Apostolopoulou, Artemisia ; Papadimitriou, Dimitra |
Published in: |
Journal of strategic marketing. - London : Routledge, ISSN 1466-4488, ZDB-ID 2020800-5. - Vol. 32.2024, 6, p. 795-813
|
Subject: | perceived brand quality | perceived fit | satellite fans | Sport sponsorship | team identification | word of mouth | Sponsoring | Sponsorship | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Fußball | Football | Profisport | Professional sports | Malaysia | Markenimage | Brand image | Virales Marketing | Viral marketing | Sportorganisation | Sport organization | Markenführung | Brand management | Arbeitsgruppe | Team |
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