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Cognitive segmentation : modeling the structure and content of customers' thoughts

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Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal

Carrillat, François A.; Astous, Alain d' - In: European journal of marketing : EJM 48 (2014) 5/6, pp. 1070-1091

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Social legitimacy versus distinctiveness : mapping the place of consumers in the mental representations of managers in an institutionalized environment

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Introducting customer blind spots : a cognitive approach on noncustomers

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Food packaging and the color red : how negative cognitive associations influence feelings of guilt

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Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal

Anthony Carrillat, François; d’Astous, Alain - In: European Journal of Marketing 48 (2014) 5/6, pp. 1070-1091

Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic sample of 252 adult consumers where the type of...

Persistent link: https://www.econbiz.de/10014724466