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~isPartOf:"International journal of sports marketing & sponsorship"
~person:"Chang, Yongwan"
~person:"Kim, Taehee"
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Advertising effects
2
Athletes
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Celebrity endorsement
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Celebrity-Werbung
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Sportler
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Werbewirkung
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Advertising contexts
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Brand extension
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Brand image
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Brand management
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Celebrities
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Consumer behaviour
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Endorsement
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Image transfer
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Konsumentenverhalten
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Markenführung
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Markenimage
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adoptive network models
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athlete brands
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Chang, Yongwan
Kim, Taehee
Ko, Yong Jae
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International journal of sports marketing & sponsorship
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The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer
Kim, Taehee
;
Seo, Hyo Min
;
Chang, Kyungro
- In:
International journal of sports marketing & sponsorship
18
(
2017
)
3
,
pp. 246-262
Persistent link: https://www.econbiz.de/10011781268
Saved in:
2
Strategic match of athlete endorsement in global markets : an associative learning perspective
Chang, Yongwan
;
Ko, Yong Jae
;
Tasci, Asli
;
Arai, Akiko
; …
- In:
International journal of sports marketing & sponsorship
15
(
2014
)
4
,
pp. 253-271
Persistent link: https://www.econbiz.de/10010410847
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