Strategic match of athlete endorsement in global markets : an associative learning perspective

Yongwan Chang; Yong Jae Ko; Asli Tasci; Akiko Arai; Taehee Kim

Year of publication:	2014
Authors:	Chang, Yongwan ; Ko, Yong Jae ; Tasci, Asli ; Arai, Akiko ; Kim, Taehee
Published in:	International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 15.2014, 4, p. 253-271
Subject:	brand management \| celebrity endorsement \| athlete brands \| adoptive network models \| Markenführung \| Brand management \| Celebrity-Werbung \| Celebrity endorsement \| Sportler \| Athletes \| Werbewirkung \| Advertising effects \| Sportmarketing \| Sports marketing \| Markenartikel \| Brand \| Konsumentenverhalten \| Consumer behaviour

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