The role of negative publicity in consumer evaluations of sports stars and their sponsors
Year of publication: |
July-August 2017
|
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Authors: | Yoon, Sung-Wook ; Shin, Seongyeon |
Published in: |
Journal of consumer behaviour : an international research review. - Chichester : Wiley, ISSN 1472-0817, ZDB-ID 2194377-1. - Vol. 16.2017, 4, p. 332-342
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Subject: | Sportmarketing | Sports marketing | Sportler | Athletes | Celebrity-Werbung | Celebrity endorsement | Spillover-Effekt | Spillover effect | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Südkorea | South Korea |
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