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Studierende in Bewegung bringen : interdisziplinäre Impulse zur Bewegungsförderung aus Sicht der Gesundheitswissenschaften des Sports und der Konsumentenverhaltensforschung

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We love to hate them! : social media-based anti-brand communities in professional football

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Markennarrative in der Unternehmenskommunikation

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The ties that bind us: feelings of social connectedness in socio-emotional experiences

Stieler, Maximilian; Germelmann, Claas Christian - In: Journal of Consumer Marketing 33 (2016) 6, pp. 397-407

Purpose This paper aims to focus on similarity cues that may strengthen bonds among crowd members and that serve as “glue” between individual group members in the context of collective football-viewing events. Design/methodology/approach Study 1 is a qualitative field study that focused on...

Persistent link: https://www.econbiz.de/10014849965

Interkulturelles Marketing : Mehr Erfolg im internationalen Geschäft

Usunier, Jean-Claude; Walliser, Björn - 1993

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