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Antecedents of the attitude toward the athlete celebrities' human brand extensions
Koo, Jakeun - In: International journal of sports marketing & sponsorship 23 (2022) 2, pp. 241-258
Persistent link: https://www.econbiz.de/10013369887
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The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer
Kim, Taehee; Seo, Hyo Min; Chang, Kyungro - In: International journal of sports marketing & sponsorship 18 (2017) 3, pp. 246-262
Persistent link: https://www.econbiz.de/10011781268
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Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers
Roy, Subhadip; Pansari, Anita - In: International journal of sports marketing & sponsorship 15 (2014) 2, pp. 89-106
Persistent link: https://www.econbiz.de/10010258211
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The effects of schema congruity on consumer response to celebrity advertising
Harmon-Kizer, Tracy R. - In: Journal of marketing communications 23 (2017) 2, pp. 162-175
Persistent link: https://www.econbiz.de/10011706477
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Prominente Sportler als Testimonials in der Werbung
Kilian, Karsten - In: Marken und Sport : aktuelle Aspekte der Markenführung …, (pp. 195-213). 2014
Persistent link: https://www.econbiz.de/10010354049
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The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity
Doyle, Jason P.; Pentecost, Robin D.; Funk, Daniel C. - In: Sport management review 17 (2014) 3, pp. 310-323
Persistent link: https://www.econbiz.de/10010401060
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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
Persistent link: https://www.econbiz.de/10010388096
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To sponsor or not to sponsor : transgressions are unequally detrimental
Chang, Joseph W. - In: Journal of global scholars of marketing science : … 27 (2017) 3, pp. 209-225
Persistent link: https://www.econbiz.de/10011774980
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Strategic match of athlete endorsement in global markets : an associative learning perspective
Chang, Yongwan; Ko, Yong Jae; Tasci, Asli; Arai, Akiko; … - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 253-271
Persistent link: https://www.econbiz.de/10010410847
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How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions
Erfgen, Carsten; Sattler, Henrik; Schnittka, Oliver - In: Journal of business economics : JBE 85 (2015) 5, pp. 479-504
Persistent link: https://www.econbiz.de/10011283796