When the face of the ad is bigger than the brand : how Zlatan Ibrahimović redefined advertising with athletes
Árpád Ferenc Papp-Váry
| Year of publication: |
2025
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| Authors: | Papp-Váry, Árpád Ferenc |
| Published in: |
Administrative Sciences : open access journal. - Basel : MDPI, ISSN 2076-3387, ZDB-ID 2662651-2. - Vol. 15.2025, 4, Art.-No. 136, p. 1-31
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| Subject: | advertising with athletes | athlete branding | athlete endorsements | athlete persona | brand authenticity | commercial campaigns | personal branding | sports celebrities | sports marketing | Zlatan Ibrahimović | Markenführung | Brand management | Sportmarketing | Sports marketing | Sportler | Athletes | Werbewirkung | Advertising effects | Celebrity-Werbung | Celebrity endorsement | Werbung | Advertising | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Sport | Sports |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.3390/admsci15040136 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015399726