Promoting Brand-Event Personality Fit as a Communication Strategy to Build Sponsors’ Brand Equity
Wang, Jerred Junqi, Zhang, James J., Byon, Kevin K., Baker, Thomas A., Lu, Zhenqiu (Laura)Volume:
9
Langue:
english
Journal:
International Journal of Sport Communication
DOI:
10.1123/ijsc.2016-0016
Date:
September, 2016
Fichier:
PDF, 954 KB
english, 2016