Liebl, Hildegard; Turčínková, Jana; Beinhauer, Rupert; … - In: Cogent business & management 9 (2022) 1, pp. 1-15
loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and … deeper insights into consumer motivations. SRBE is a valuable content marketing instrument for brand love. Results revealed …