Zobrazeno 1 - 10
of 52
pro vyhledávání: '"sports celebrity"'
Autor:
Shezi, Nkosinamandla
Publikováno v:
MARKET/TRŽIŠTE / MARKET. 34(1):41-57
Externí odkaz:
https://www.ceeol.com/search/article-detail?id=1052569
Autor:
Nkosinamandla Shezi
Publikováno v:
Tržište, Vol 34, Iss 1, Pp 41-57 (2022)
Purpose – This study was aimed at investigating the credibility of South African sports celebrities for its potential influence on the identification with and purchase intention among South African consumers regarding endorsed brands. Design/Metho
Externí odkaz:
https://doaj.org/article/ea872e8b76314694b814645a41e22ab2
Publikováno v:
Jurnal the Messenger, Vol 13, Iss 2, Pp 120-132 (2021)
Celebrity endorsement is a widely used method to gather customer visual attention to the advertised product. Viewers' visual attention to the products is clinical for advertisers. This is why advertisers keep their eyes on consumers to know where the
Externí odkaz:
https://doaj.org/article/1951c5a2c46546b0ba4d607992d3a816
Autor:
von Felbert, Aaron, Breuer, Christoph
Publikováno v:
International Journal of Sports Marketing and Sponsorship, 2020, Vol. 22, Issue 3, pp. 588-607.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/IJSMS-01-2020-0009
Publikováno v:
Sport, Business and Management: An International Journal, 2021, Vol. 11, Issue 3, pp. 340-361.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/SBM-06-2020-0062
Autor:
Josef Voráček, Martina Bernardová
Publikováno v:
Acta Universitatis Carolinae: Kinanthropologica, Vol 57, Iss 1, Pp 92-108 (2021)
The paper deals with the comparison of the impact of the use of athletes and bloggers in marketing communication on purchasing preferences of individuals which belong to the so-called Generation Z. There are two interdependent methods used for the re
Externí odkaz:
https://doaj.org/article/fe810cb50f134bdaa8bd37587797056f
Publikováno v:
Organizations and Markets in Emerging Economies. 12(23):160-177
Externí odkaz:
https://www.ceeol.com/search/article-detail?id=1007182
Autor:
Josef Voráček, Eva Čáslavová
Publikováno v:
Acta Universitatis Carolinae: Kinanthropologica, Vol 55, Iss 2, Pp 107-127 (2019)
This research determines what effect if any the use of sports celebrities in companies’ marketing communications has on the purchasing preferences of Generation Y. The survey is based on the original American version from authors Bush, Martin, Bush
Externí odkaz:
https://doaj.org/article/67a320c7ad374692a96c7432c07cfeb1
Autor:
Vytautas Dikčius, Svetlana Ilciukiene
Publikováno v:
Organizations and Markets in Emerging Economies, Vol 12, Iss 1 (2021)
The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity’s credibility and consumers’ purchase
Externí odkaz:
https://doaj.org/article/89ad261a10b14647ae9705ba563c0cd7
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