The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams
Year of publication: |
2017
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Authors: | Giroux, Marilyn ; Pons, Frank ; Maltese, Lionel |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 18.2017, 2, p. 180-195
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Subject: | Brand personality | Sports marketing | Marketing strategy | Brand management | Brand image | Brand equity | Markenimage | Markenführung | Sportmarketing | Profisport | Professional sports | Marketingmanagement | Marketing management | Konsumentenverhalten | Consumer behaviour |
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