Exploring the impact of country-of-origin fit and team identification in sports brand evaluation
Year of publication: |
September 2016
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Authors: | Lee, Jin Kyun ; Ahn, Taesoo ; Lee, Ki-young |
Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1618-4742, ZDB-ID 2055074-1. - Vol. 16.2016, 4, p. 413-432
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Subject: | Cross-border strategic brand alliance | country-of-origin fit | team identification | product fit | brand fit | sports brand evaluation | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Markenimage | Brand image | Herkunftsbezeichnung | Designation of origin | Sportorganisation | Sport organization | Profisport | Professional sports | Fußball | Football | Sport | Sports |
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