Fans' resistance to naming right sponsorships : why stadium names remain the same for fans
Year of publication: |
2014
|
---|---|
Authors: | Woisetschläger, David ; Haselhoff, Vanessa ; Backhaus, Christof |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 48.2014, 7/8, p. 1487-1510
|
Subject: | Sport | Consumer Behaviour | Communications | Sponsorship | Consumer resistance | Naming rights | Sponsoring | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Sportstätte | Sports facilities | Markenführung | Brand management |
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