Consumer responses to on-site Olympic sponsorship activation : the impact of interactivity, emotions, and perceived image fit on brand attitude formation
Ari Kim and Kyriaki Kaplanidou (Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, Gainesville, FL, USA )
| Year of publication: |
2014
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|---|---|
| Authors: | Kim, Ari ; Kaplanidou, Kyriaki |
| Published in: |
International journal of sport management and marketing : IJSMM. - Olney, Bucks. : Inderscience Enterprises, ISSN 1475-8962, ZDB-ID 2194292-4. - Vol. 15.2014, 5/6, p. 279-300
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| Subject: | sport sponsorship | on-site sponsorship activation | interactivity | emotions | image fit | Sponsoring | Sponsorship | Emotion | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Sportmarketing | Sports marketing | Sportveranstaltung | Sport event | Werbewirkung | Advertising effects | Markenführung | Brand management | Sport | Sports | Firmenimage | Corporate reputation |
| 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/10011503705