Exploring athlete brand image development on social media : the role of signalling through source credibility
Sangwon Na, Thilo Kunkel and Jason Doyle
| Year of publication: |
2020
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|---|---|
| Authors: | Na, Sangwon ; Kunkel, Thilo ; Doyle, Jason |
| Published in: |
European Sport management quarterly : ESMQ. - London : Taylor & Francis, ISSN 1746-031X, ZDB-ID 2199044-X. - Vol. 20.2020, 1, p. 88-108
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| Subject: | Athlete branding | signalling | social media | source credibility | Social Web | Social web | Markenimage | Brand image | Signalling | Markenführung | Brand management | Glaubwürdigkeit | Credibility | Sportler | Athletes | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
Online Resource