The company you keep : brand image transfer in concurrent event sponsorship
Year of publication: |
2021
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Authors: | Boronczyk, Felix ; Breuer, Christoph |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 739-747
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Subject: | Brand image | Brand personality | Image transfer | Indirect marketing | Marketing strategy | Sponsorship | Markenimage | Sponsoring | Markentransfer | Brand extension | Marketingmanagement | Marketing management | Markenführung | Brand management | Sportveranstaltung | Sport event | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour |
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