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Yiran Su, Bradley J. Baker, Jason P. Doyle, and Meimei Yan

well-known personas that are attractive, accessible, and authentic, yielding positive marketing results. Athletes’ personal brands are among their most valuable assets ( Su, Baker, Doyle, & Kunkel, 2020 ) and positive brand associations continue even after athletic performance declines ( Pegoraro

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Stirling Sharpe, Charles Mountifield, and Kevin Filo

media content has been driven by altruism, with little to no focus on the commercial aspects of sport. Of course, one could argue that there is likely to be a positive brand association derived from the altruistic posts highlighted above that can translate to longer-term commercial benefits. The

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Samuel López-Carril and Christos Anagnostopoulos

. , Anagnostopoulos , C. , & Chadwick , S . ( 2017 ). Effects of social media interactions on brand associations: A comparative study of soccer fan clubs . International Journal of Sports Marketing & Sponsorship, 18 ( 2 ), 149 – 165 . doi:10.1108/IJSMS-05-2017-087 10.1108/IJSMS-05-2017-087 Pedersen , E