Tiger Woods, Nike, and I are (not) best friends : how brand's sports sponsorship in social-media impacts brand consumer's congruity and relationship quality
Hyunji Do, Eunju Ko and Arch G. Woodside
| Year of publication: |
2015
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|---|---|
| Authors: | Do, Hyunji ; Ko, Eunju ; Woodside, Arch G. |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 34.2015, 4, p. 658-677
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| Subject: | brand's sports sponsorship | brand consumer's congruity | brand relationship quality | consumer's characteristics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Sponsoring | Sponsorship | Sportmarketing | Sports marketing | Markenimage | Brand image | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects | Markenartikel | Brand | Sport | Sports |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2015.1031062 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011547697