Sponsor response strategies for avoiding negative brand image effects in a sponsorship crisis : the comparative efficacy of apology, denial and no comment
von Sebastian Uhrich und Thomas Flöter
| Year of publication: |
2014
|
|---|---|
| Authors: | Uhrich, Sebastian ; Flöter, Thomas |
| Published in: |
Marketing : ZFP ; journal of research and management. - München : Beck, ISSN 0344-1369, ZDB-ID 717348-9. - Vol. 36.2014, 4, p. 257-266
|
| Subject: | Sponsorship | Corruption | Communication | Sponsor Behaviour | Sport Consumer Behaviour | Konsumentenverhalten | Consumer behaviour | Sponsoring | Markenimage | Brand image | Korruption | Werbewirkung | Advertising effects | Sportmarketing | Sports marketing | Öffentlichkeitsarbeit | Public relations | Marketingmanagement | Marketing management |
| Extent: | graph. Darst. |
|---|---|
| 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/10010438085