To catch a tiger or let him go : the match-up effect and athlete endorsers for sport and non-sport brands
Stephen K. Koernig and Thomas C. Boyd
| Year of publication: |
2009
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|---|---|
| Authors: | Koernig, Stephen K. ; Boyd, Thomas C. |
| Published in: |
Sport marketing quarterly : preferred journal of the Sport Marketing Association. - Morgantown, W Va. : Fitness Information Technology Inc., ISSN 1061-6934, ZDB-ID 1180282-0. - Vol. 18.2009, 1, p. 25-37
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| Subject: | Sportler | Athletes | Markenführung | Brand management | Sportmarketing | Sports marketing | Werbewirkung | Advertising effects | Sport | Sports | Konsumentenverhalten | Consumer behaviour |
| 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/10009518022