Licensing a sports brand : effects of team brand cue, identification, and performance priming on multidimensional values and purchase intentions
Year of publication: |
2015
|
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Authors: | Kwak, Dae Hee ; Kwon, Youngbum ; Lim, Choong Hoon |
Published in: |
The journal of product & brand management. - Bradford : Emerald, ISSN 1061-0421, ZDB-ID 1216417-3. - Vol. 24.2015, 3, p. 198-210
|
Subject: | Consumer behavior | Co-branding | Customer value | Sports marketing | Sportmarketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Kundenwert | Profisport | Professional sports | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing |
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