Zobrazeno 1 - 2
of 2
pro vyhledávání: '"Kevin J. Cumiskey"'
Publikováno v:
International Journal of Retail & Distribution Management. 37:370-384
PurposeThe purpose of this paper is to investigate the relationships between the brand personality of a sports team and the related consumer outcomes of identification and retail spending.Design/methodology/approachA field study was conducted with ga
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::16022b4302e908be08bf22df7af2cfab
https://doi.org/10.1108/09590550910948592
https://doi.org/10.1108/09590550910948592
Publikováno v:
Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783319109114
By integrating social identity theory with brand personality, the authors test a model of how perceptions of athlete human brands affect consumer’s level of cognitive identification. The authors contend that contrary to the trait schema of human pe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::8ca3795ef5f9ecd9b7f8186caeee0cd9
https://doi.org/10.1007/978-3-319-10912-1_89
https://doi.org/10.1007/978-3-319-10912-1_89
