Old and exciting? : sport sponsorship effects on brand age and brand personality
Year of publication: |
2020
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Authors: | Hohenberger, Christoph ; Grohs, Reinhard |
Published in: |
Sport management review. - Abingdon : Routledge, Taylor & Francis Group, ISSN 1441-3523, ZDB-ID 2105257-8. - Vol. 23.2020, 3, p. 469-481
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Subject: | Brand age | Brand personality | Spontaneous trait transference | Sport sponsorship | Stereotypes | Sponsoring | Sponsorship | Markenimage | Brand image | Sportmarketing | Sports marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Sport | Sports | Persönlichkeitspsychologie | Personality psychology | Ältere Menschen | Elderly people | Fußball | Football |
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