The impact of name and shame disclosure strategies on sponsor and ambusher brand attitude
Elisabeth Wolfsteiner, Reinhard Grohs, Heribert Reisinger
| Year of publication: |
2021
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|---|---|
| Authors: | Wolfsteiner, Elisabeth ; Grohs, Reinhard ; Reisinger, Heribert |
| Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 124.2021, p. 770-779
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| Subject: | Ambush marketing | Brand attitude | Disclosure | Sponsorship | Sponsoring | Konsumentenverhalten | Consumer behaviour | Guerilla-Marketing | Guerilla marketing | Werbewirkung | Advertising effects | Markenführung | Brand management | Unternehmenspublizität | Corporate disclosure | Markenartikel | Brand | Markenimage | Brand image | Sportmarketing | Sports marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jbusres.2019.03.017 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012494019