The effects of endorsement strength and celbrity-product match on the evaluation of a sports-related product : the role of product involvement
Year of publication: |
2014
|
---|---|
Authors: | Lee, Jung-Gyo ; Park, Jaejin |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 16.2014/15, 1, p. 55-74
|
Subject: | celebrity | endorsement | sports product | match-up hypothesis | product involvement | Celebrity-Werbung | Celebrity endorsement | Produktivität | Productivity | Markenimage | Brand image | Werbewirkung | Advertising effects | Sportler | Athletes |
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