Effect of ambush marketing on attitude and purchase intention in the social media context : misidentification and identification
Yi-Hsiu Lin, Chen-Yueh Chen, Ya-Lun Chou and Chia-Jun Yeh
| Year of publication: |
2023
|
|---|---|
| Authors: | Lin, Yi-Hsiu ; Chen, Chen-Yueh ; Chou, Ya-Lun ; Yeh, Chia-Jun |
| Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1746-031X, ZDB-ID 2199044-X. - Vol. 23.2023, 1, p. 207-226
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| Subject: | Instagram | professional sport | Sponsorship | sport marketing | sports merchandise | Sportmarketing | Sports marketing | Sponsoring | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Profisport | Professional sports | Sport | Sports | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Guerilla-Marketing | Guerilla marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/16184742.2020.1843514 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014282744