The structure, content and context of achieved celebrity brands : a study of footballers in their brandscapes
Year of publication: |
2020
|
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Authors: | Zarkada, Anna ; Tzoumaka, Eugenia |
Published in: |
International journal of sport management and marketing : IJSMM. - Genève : Inderscience Enterprises, ISSN 1740-2808, ZDB-ID 2193548-8. - Vol. 20.2020, 1/2, p. 92-117
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Subject: | celebrities | brand associations | brandscape | focus groups | football | human brands | sports celebrities | qualitative research | Fußball | Football | Markenführung | Brand management | Celebrity-Werbung | Celebrity endorsement | Sportler | Athletes | Sportmarketing | Sports marketing | Profisport | Professional sports | Konsumentenverhalten | Consumer behaviour |
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