Mapping the perceptions and antecedents of football fans' co-creation behaviours with sponsoring brands : a pan-cultural study of the European leagues
Year of publication: |
2018
|
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Authors: | Thomas, Robert |
Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 34.2018, 17/18, p. 1470-1502
|
Subject: | Co-creation | brand identity | brand community | fandom | online focus groups | Fußball | Football | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Social Web | Social web | Kundenintegration | Customer integration | Online-Marketing | Internet marketing | Markenimage | Brand image | Profisport | Professional sports | Europa | Europe | Beziehungsmarketing | Relationship marketing |
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