When sports sponsorship incurs brand risk : the roles of team performance, brand familiarity and team identification
Shaofeng Yuan and Ying Gao
| Year of publication: |
2022
|
|---|---|
| Authors: | Yuan, Shaofeng ; Gao, Ying |
| Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 2515-7841, ZDB-ID 2238604-X. - Vol. 23.2022, 4, p. 767-784
|
| Subject: | Brand trust | Halo effect | Purchase intention | Team sponsorship | Sponsoring | Sponsorship | Arbeitsgruppe | Team | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Markenführung | Brand management | Markenimage | Brand image | Vertrauen | Confidence | Fußball | Football | Profisport | Professional sports | Sportorganisation | Sport organization |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJSMS-10-2021-0198 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013370491