To extend or not extend a human brand : an analysis of perceived fit and attitudes toward athlete brand extensions
Patrick Walsh, Antonio Williams
| Year of publication: |
January 2017
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|---|---|
| Authors: | Walsh, Patrick ; Williams, Antonio |
| Published in: |
Journal of sport management : the official journal of the North American Society of Sport Management. - Champaign, Ill. : Human Kinetics Publ., ISSN 0888-4773, ZDB-ID 1052907-X. - Vol. 31.2017, 1, p. 44-60
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| Subject: | celebrity brand | brand equity | branding | brand management | brand evaluation | Markenführung | Brand management | Markenimage | Brand image | Markentransfer | Brand extension | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1123/jsm.2015-0314 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011669258