Brand image transfer from team to sponsor : how effective is it to sponsor a football team with little success?
Manuel Alonso-Dos-Santos, Ferran Calabuig Moreno, Mario Alguacil
| Year of publication: |
2019
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|---|---|
| Authors: | Santos, Manuel Alonso dos ; Moreno, Ferran Calabuig ; Alguacil, Mario |
| Published in: |
International journal of sport management and marketing : IJSMM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1475-8962, ZDB-ID 2194292-4. - Vol. 19.2019, 5/6, p. 371-388
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| Subject: | sponsorship | image transfer | sports | congruence | attitude | multigroup | Sponsoring | Sponsorship | Fußball | Football | Markenimage | Brand image | Arbeitsgruppe | Team | Sportmarketing | Sports marketing | Markentransfer | Brand extension | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Profisport | Professional sports | Sportveranstaltung | Sport event |