An experimental investigation into the efficacy of sport intellectual property : exploring the effects of congruence, brand equity, and articulation
Jonathan A. Jensen and Danielle Kushner Smith
| Year of publication: |
2024
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|---|---|
| Authors: | Jensen, Jonathan A. ; Smith, Danielle Kushner |
| Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 33.2024, 2, p. 116-134
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| Subject: | articulation | between-subjects experimental design | brand equity | congruence | sponsorship-linked marketing | sport intellectual property | Markenimage | Brand image | Immaterialgüterrechte | Intellectual property rights | Experiment | Markenführung | Brand management | Sponsoring | Sponsorship | Sportmarketing | Sports marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014635122