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~person:"Mühlbacher, Hans"
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Search: subject:"Brand identity"
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Brand image
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Brand identity
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Brand identity dynamics
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Consumer behaviour
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Konsumentenverhalten
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Kundenintegration
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Personality psychology
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Reciprocal co-creation
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Relationship marketing
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Sportmarketing
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Sports marketing
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Stakeholder
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Stakeholder identity
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Unternehmenskultur
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esports
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fan discourse
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sport brand strategy
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Mühlbacher, Hans
Buil, Isabel
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Pich, Christopher
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Martínez, Eva
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Journal of business research : JBR
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Journal of strategic marketing
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ECONIS (ZBW)
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1
Brand
identity
dynamics : reinforcement or destabilisation of a sport
brand
identity
through the introduction of esports?
Mühlbacher, Hans
;
Bertschy, Marjorie
;
Desbordes, Michel
- In:
Journal of strategic marketing
30
(
2022
)
4
,
pp. 421-442
Persistent link: https://www.econbiz.de/10013370887
Saved in:
2
Co-creating stakeholder and brand identities : introduction to the special section
Wallpach, Sylvia von
;
Voyer, Benjamin G.
;
Kastanakis, Minas
- In:
Journal of business research : JBR
70
(
2017
),
pp. 395-398
Persistent link: https://www.econbiz.de/10011620548
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