The company you keep : brand image transfer in concurrent event sponsorship
Felix Boronczyk, Christoph Breuer
| Year of publication: |
2021
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|---|---|
| Authors: | Boronczyk, Felix ; Breuer, Christoph |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 739-747
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| Subject: | Brand image | Brand personality | Image transfer | Indirect marketing | Marketing strategy | Sponsorship | Markenimage | Sponsoring | Marketingmanagement | Marketing management | Markentransfer | Brand extension | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.03.022 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494013