Strategic match of athlete endorsement in global markets : an associative learning perspective
Year of publication: |
2014
|
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Authors: | Chang, Yongwan ; Ko, Yong Jae ; Tasci, Asli ; Arai, Akiko ; Kim, Taehee |
Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 15.2014, 4, p. 253-271
|
Subject: | brand management | celebrity endorsement | athlete brands | adoptive network models | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Sportler | Athletes | Werbewirkung | Advertising effects |
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