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~isPartOf:"International journal of sports marketing & sponsorship"
~subject:"Markentransfer"
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Markentransfer
Celebrity endorsement
11
Celebrity-Werbung
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Advertising effects
9
Werbewirkung
9
Athletes
8
Sportler
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Consumer behaviour
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Konsumentenverhalten
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Brand image
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Markenimage
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Sportmarketing
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Sports marketing
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Internet marketing
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Professional sports
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Advertising contexts
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Associative memory network model
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Athlete celebrity
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Athlete reputational crisis
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Athletic performance
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Attitude
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Banner advertisement
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Brand engagement
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Brand extensions
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Brand personality
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Celebrities
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Cognition
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Cognitive dissonance
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Chang, Kyungro
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Kim, Taehee
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Koo, Jakeun
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Seo, Hyo Min
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International journal of sports marketing & sponsorship
Global marketing strategies for the promotion of luxury goods
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International journal of sport management and marketing : IJSMM
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Journal of business economics : JBE
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Journal of marketing communications
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Journal of marketing theory and practice
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Journal of retailing and consumer services
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ECONIS (ZBW)
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Antecedents of the attitude toward the athlete celebrities' human brand extensions
Koo, Jakeun
- In:
International journal of sports marketing & sponsorship
23
(
2022
)
2
,
pp. 241-258
Persistent link: https://www.econbiz.de/10013369887
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2
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
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