Becoming more than an athlete: developing an athlete's personal brand using strategic philanthropy

Autor:	Jason P. Doyle, Thilo Kunkel, Sangwon Na
Rok vydání:	2020
Předmět:	Brand image business.industry Strategy and Management Tourism Leisure and Hospitality Management 0502 economics and business 05 social sciences 050211 marketing Social media Sociology Public relations business Research question 050212 sport leisure & tourism
Zdroj:	European Sport Management Quarterly. 22:358-378
ISSN:	1746-031X 1618-4742
DOI:	10.1080/16184742.2020.1791208
Popis:	Research Question: The current research examined the effect of an athlete promoting his philanthropic efforts to his Instagram followers. Specifically, we assessed how adopting this strategy impact...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::86f8376682bf4692df7ad1a2581adf9f https://doi.org/10.1080/16184742.2020.1791208 Zobrazit plný text záznamu