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When ambush marketing is beneficial to sponsorship awareness : creating sponsor distinctiveness using exclusivity and brand juxtaposition
Weeks, Clinton S.; O'Connor, Peter; Martin, Brett A. S. - In: Journal of marketing management : MM 33 (2017) 15/16, pp. 1256-1280
Persistent link: https://www.econbiz.de/10011850369
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Electronic sports : a new marketing landscape of the experience economy
Seo, Yuri - In: Journal of marketing management : MM 29 (2013) 13/14, pp. 1542-1560
Persistent link: https://www.econbiz.de/10010230076
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Communicating corporate social responsibility in a social world : the effects of company-generated and user-generated social media content on CSR attributions and scepticism
Dunn, Katherine; Harness, David - In: Journal of marketing management : MM 34 (2018) 17/18, pp. 1503-1529
Persistent link: https://www.econbiz.de/10012042289
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Integrating social media within an integrated marketing communication decision-making framework
Valos, Michael J.; Maplestone, Vanya Louise; Polonsky, … - In: Journal of marketing management : MM 33 (2017) 17/18, pp. 1522-1558
Persistent link: https://www.econbiz.de/10011854313
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Corporate reputation in the era of Web 2.0 : the case of Primark
Jones, Brian; Temperley, John; Lima, Anderson - In: Journal of marketing management : MM 25 (2009) 9/10, pp. 927-939
Persistent link: https://www.econbiz.de/10003902389
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Balancing acts : managing employees and reputation in social media
Rokka, Joonas; Karlsson, Katariina; Tienari, Janne - In: Journal of marketing management : MM 30 (2014) 7/8, pp. 802-827
Persistent link: https://www.econbiz.de/10010375792
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Celebrities as human brands : an investigation of the effects of personality and time on celebrieties' appeal
Lunardo, Renaud; Gergaud, Olivier; Livat, Florine - In: Journal of marketing management : MM 31 (2015) 5/6, pp. 685-712
Persistent link: https://www.econbiz.de/10011325768
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Anthropomorphic responses to new-to-market logos
Payne, Collin R.; Hyman, Michael R.; Niculescu, Mihai; … - In: Journal of marketing management : MM 29 (2013) 1/2, pp. 122-140
Persistent link: https://www.econbiz.de/10009733430
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Buying a sponsor's brand: the role of affective commitment to the sponsored team
Lings, Ian N.; Owen, Kate M. - In: Journal of marketing management : MM 23 (2007) 5/6, pp. 483-496
Persistent link: https://www.econbiz.de/10003492224
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Double play: creating the sport customer experience using an interdisciplinary framework for managing service employees
Miller, Janice S.; Johnson, Scott A. - In: Journal of marketing management : MM 24 (2008) 1/2, pp. 87-112
Persistent link: https://www.econbiz.de/10003677988