"I support your team, support me in turn!" : the driving role of consumers' affiliation with the sponsored entity in explaining behavioral effects of sport sponsorship leveraging activities
Year of publication: |
2016
|
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Authors: | Herrmann, Jean-Luc ; Kacha, Mathieu ; Derbaix, Christian |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 69.2016, 2, p. 604-612
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Subject: | Sponsorship | Sales-oriented leveraging activities | Behavioral effects | Consumers' affiliation with the sponsored entity | Sponsoring | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Fußball | Football | Arbeitsgruppe | Team |
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