Old and exciting? Sport sponsorship effects on brand age and brand personality
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DOI: 10.1016/j.smr.2019.05.002
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Cited by:
- Attor Cleophas & Jibril Abdul Bashiru & Amoah John & Chovancova Miloslava, 2022. "Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana," Management & Marketing, Sciendo, vol. 17(2), pages 156-177, June.
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Keywords
Brand personality; Brand age; Sport sponsorship; Stereotypes; Spontaneous trait transference;All these keywords.
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