Using evaluative conditioning to explain corporate co-branding in the context of sport sponsorship
Year of publication: |
2014
|
---|---|
Authors: | Tsiotsou, Rodoula H. ; Alexandris, Kostas ; Cornwell, T. Bettina |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 33.2014, 2, p. 295-327
|
Subject: | Sponsoring | Sponsorship | Profisport | Professional sports | Fußball | Football | Beziehungsmarketing | Relationship marketing | Markenwert | Brand equity | Virales Marketing | Viral marketing | Marketingkooperation | Marketing cooperation | Werbewirkung | Advertising effects | Werbepsychologie | Psychology of advertising | Selbstevaluation | Self-assessment | Griechenland | Greece |
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