Keeping it real or bridging the gap? : brand positioning of U.S. sport teams in Germany and China
Anton Behrens, Yanxiang Yang, Sebastian Uhrich
| Year of publication: |
2022
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|---|---|
| Authors: | Behrens, Anton ; Yang, Yanxiang ; Uhrich, Sebastian |
| Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 36.2022, 2, p. 105-117
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| Subject: | brand management | consumer behavior | internationalization | satellite fans | team sport | Markenführung | Brand management | China | Konsumentenverhalten | Consumer behaviour | Deutschland | Germany | USA | United States | Sportmarketing | Sports marketing | Profisport | Professional sports | Arbeitsgruppe | Team |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1123/jsm.2020-0426 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013426048