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Getting brand commitment through Internet and mobile sports marketing : an insight on Real Madrid football team
Baena, Verónica - In: Strategies in sports marketing : technologies and …, (pp. 203-218). 2014
Persistent link: https://www.econbiz.de/10010362966
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The ball is in your court : using socially responsible actions as an effective marketing tool
Mattera, Marina; Baena, Verónica - In: Strategies in sports marketing : technologies and …, (pp. 74-87). 2014
Persistent link: https://www.econbiz.de/10010362536
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Online and mobile marketing strategies as drivers of brand love in sports teams : findings from Real Madrid
Baena, Verónica - In: International journal of sports marketing & sponsorship 17 (2016) 3, pp. 202-218
Persistent link: https://www.econbiz.de/10011607837
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Online and mobile marketing strategies as drivers of brand love in sports teams
Baena, Verónica - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 3, pp. 202-218
Purpose – The purpose of this paper is to analyze the role of online and mobile marketing as drivers of brand love. Design/methodology/approach – Data were collected through an online survey during early 2013. A total of 241 valid answered questionnaires were collected and the constructs...
Persistent link: https://www.econbiz.de/10014811512