When fan engagement with sports club brands matters in sponsorship : influence of fan-brand personality congruence
Debasis Pradhan, Ritu Malhotra, Tapas Ranjan Moharana
| Year of publication: |
2020
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|---|---|
| Authors: | Pradhan, Debasis ; Malhotra, Ritu ; Moharana, Tapas Ranjan |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 27.2020, 1, p. 77-92
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| Subject: | Sponsorship | Fan-brand personality congruence | Brand engagement | Extra-role | Congruity theory | Stimulus-organism-response model | Sponsoring | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Persönlichkeitspsychologie | Personality psychology | Markenführung | Brand management | Sportmarketing | Sports marketing | Fußball | Football | Werbewirkung | Advertising effects | Sportorganisation | Sport organization |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-019-00169-3 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012297792