Brand image congruence through sponsorship of sporting events : a reinquiry of Gwinner and Eaton (1999)
Year of publication: |
January-March 2016
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Authors: | Kwon, Eunseon ; Ratneshwar, Srinivasan ; Kim, Eunjin |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 45.2016, 1, p. 130-138
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Subject: | Markenimage | Brand image | Sportveranstaltung | Sport event | Sponsoring | Sponsorship | Empirische Methode | Empirical method |
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