Online consumer reviews of a sport product : an alternative path to understanding brand associations
Year of publication: |
2023
|
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Authors: | Williams, Antonio S. ; Heo, Yoon ; Choi, Jun Woo ; Pedersen, Zack P. ; Byon, Kevin K. |
Published in: |
Sport, Business and Management : an international journal ; SBM. - Bingley : Emerald, ISSN 2042-6798, ZDB-ID 2589607-6. - Vol. 13.2023, 5, p. 530-547
|
Subject: | Brand association | Consumer-based brand equity | Correspondence analysis | Online consumer review | Sporting goods industry | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenführung | Brand management | Sportmarketing | Sports marketing | Online-Marketing | Internet marketing | Virales Marketing | Viral marketing | Sportartikelbranche | Online-Handel | Online retailing |
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Matin, Arian, (2023)
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OBIM : a computational model to estimate brand image from online consumer review
Mitra, Satanik, (2020)
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Ho-Dac, Nga N., (2013)
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Heo, Yoon, (2023)
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Pedersen, Zack P., (2021)
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Pedersen, Zack P., (2022)
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