The long reach of sponsorship : how fan isolation and identification jointly shape sponsorship performance
Marc Mazodier, Conor M. Henderson, and Joshua T. Beck
| Year of publication: |
November 2018
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|---|---|
| Authors: | Mazodier, Marc ; Henderson, Conor M. ; Beck, Joshua T. |
| Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 82.2018, 6, p. 28-48
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| Subject: | brand performance | identification | isolation | sponsorship | Sponsoring | Sponsorship | Markenführung | Brand management | Performance-Messung | Performance measurement | Sportmarketing | Sports marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image |