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Estimating the value of brand alliances in professional team sports
Yang, Yupin; Shi, Mengze; Goldfarb, Avi - In: Marketing science : the marketing journal of the … 28 (2009) 6, pp. 1095-1111
Persistent link: https://www.econbiz.de/10003909211
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Estimating the Value of Brand Alliances in Professional Team Sports
Yang, Yupin; Shi, Mengze; Goldfarb, Avi - In: Marketing Science 28 (2009) 6, pp. 1095-1111
Brands often form alliances to enhance their brand equities. In this paper, we examine the alliances between professional athletes (athlete brands) and sports teams (team brands) in the National Basketball Association (NBA). Athletes and teams match to maximize the total added value created by...
Persistent link: https://www.econbiz.de/10008787848
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Rise and fall of stars : investigating the evolution of star status in professional team sports
Yang, Yupin; Shi, Mengze - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 352-366
Persistent link: https://www.econbiz.de/10009406663
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Rise and Fall of Stars : Investigating the Evolution of Star Status in Professional Team Sports
Yang, Yupin - 2011
This article describes an empirical study of the rise and fall of star athletes, using data from the National Basketball Association (NBA) from 1987 to 2008. We measure star status by the number and share of all-star votes, and apply both Tobit regression and hazard models to investigate the...
Persistent link: https://www.econbiz.de/10013125081
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Rise and fall of stars: Investigating the evolution of star status in professional team sports
Yang, Yupin; Shi, Mengze - In: International journal of research in marketing : IJRM ; … 28 (2011) 4, pp. 352-367
Persistent link: https://www.econbiz.de/10009801797
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Banning controversial sponsors : understanding equilibrium outcomes when sports sponsorships are viewed as two-sided matches
Yang, Yupin; Goldfarb, Avi - In: Journal of marketing research : JMR 52 (2015) 5, pp. 593-615
Persistent link: https://www.econbiz.de/10011349903
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A longitudinal study of the impact of the Sydney Olympics on real estate markets
Lu, Qiang; Yang, Yupin - In: International journal of event and festival management 6 (2015) 1, pp. 4-17
Persistent link: https://www.econbiz.de/10011298055
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The impact of market competition on search advertising
Yang, Yupin; Lu, Qiang; Tang, Guanting; Pei, Jian - In: Journal of interactive marketing : a quarterly … 30 (2015), pp. 46-55
Persistent link: https://www.econbiz.de/10011292340
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An empirical investigation of director selection in movie preproduction : a two-sided matching approach
Wei, Liyuan; Yang, Yupin - In: International journal of research in marketing : IJRM ; … 39 (2022) 3, pp. 888-906
Persistent link: https://www.econbiz.de/10013399648
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Travelers' prior knowledge and search advertising
Lu, Qiang; Yang, Yupin; Huangfu, Xiuhua (Stella) - In: Tourism analysis : an interdisciplinary tourism & … 27 (2022) 3, pp. 261-272
Persistent link: https://www.econbiz.de/10013546081