Surrogate brands : the pull to adopt an "other" nation, via sports merchandise
Year of publication: |
2012
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Authors: | Wilson, Jonathan A. J. ; Liu, Jonathan |
Published in: |
International journal of sport management and marketing : IJSMM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1475-8962, ZDB-ID 2194292-4. - Vol. 11.2012, 3/4, p. 172-192
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Subject: | Sportmarketing | Sports marketing | Markenführung | Brand management | Markentransfer | Brand extension | Spezialkleidung | Workwear | Nationalkultur | National culture | Konsumentenverhalten | Consumer behaviour |
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