The effects of endorsement strength and celbrity-product match on the evaluation of a sports-related product : the role of product involvement
Jung-Gyo Lee; Jaejin Park
| Year of publication: |
2014
|
|---|---|
| Authors: | Lee, Jung-Gyo ; Park, Jaejin |
| Published in: |
International journal of sports marketing & sponsorship. - Bingley : Emerald Group Publishing Limited, ISSN 1464-6668, ZDB-ID 2013659-6. - Vol. 16.2014/15, 1, p. 55-74
|
| Subject: | celebrity | endorsement | sports product | match-up hypothesis | product involvement | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects | Produktivität | Productivity | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Sportler | Athletes |
| 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/10010489101