Do humanized team mascots attract new fans? : application and extension of the anthropomorphism theory
Yong Jae Ko, Akira Asada, Wonseok (Eric) Jang, Daehwan Kim and Yonghwan Chang
| Year of publication: |
2022
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|---|---|
| Authors: | Ko, Yong Jae ; Asada, Akira ; Jang, Wonseok ; Kim, Daehwan ; Chang, Yonghwan |
| Published in: |
Sport management review. - Abingdon : Routledge, Taylor & Francis Group, ISSN 1441-3523, ZDB-ID 2105257-8. - Vol. 25.2022, 5, p. 820-846
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| Subject: | anthropomorphism | construal level theory | Mascot | social media | sport fans | Team branding | Arbeitsgruppe | Team | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Sportmarketing | Sports marketing | Markenführung | Brand management | Profisport | Professional sports |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/14413523.2021.2014184 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10014277029