Beyond purchase intention in sports sponsorship : an alternative approach to measuring brand equity using best-worst scaling
Khaled Hamad Almaiman, Lawrence Ang, and Hume Winzar
| Year of publication: |
2024
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|---|---|
| Authors: | Almaiman, Khaled Hamad ; Ang, Lawrence ; Winzar, Hume |
| Published in: |
European journal of marketing. - Bradford : Emerald, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 58.2024, 13, p. 1-29
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| Subject: | Discrete choice experiment | Market share | Marketing | Marketing strategy | Return on investment | Sponsorship | Willingness to pay | Sponsoring | Zahlungsbereitschaftsanalyse | Marketingmanagement | Marketing management | Sportmarketing | Sports marketing | Diskrete Entscheidung | Discrete choice | Markenimage | Brand image | Marktanteil | Experiment | Konsumentenverhalten | Consumer behaviour | Sport | Sports |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-07-2021-0481 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015198448