Fortuitous brand image transfer : investigating the side effect of concurrent sponsorships
François A. Carrillat, Eric G. Harris, and Barbara A. Lafferty
| Year of publication: |
2010
|
|---|---|
| Authors: | Carrillat, François A. ; Harris, Eric G. ; Lafferty, Barbara A. |
| Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 39.2010, 2, p. 109-123
|
| Subject: | Markenimage | Brand image | Markentransfer | Brand extension | Sponsoring | Sponsorship | Sportveranstaltung | Sport event | USA | United States |
| 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/10003986816