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The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

Author

Listed:
  • Marilyn Giroux
  • Frank Pons
  • Lionel Maltèse

    (AMU IAE - Institut d'Administration des Entreprises (IAE) - Aix-en-Provence - AMU - Aix Marseille Université)

Abstract

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Suggested Citation

  • Marilyn Giroux & Frank Pons & Lionel Maltèse, 2017. "The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams," Post-Print hal-01794389, HAL.
    • Handle: RePEc:hal:journl:hal-01794389
    DOI: 10.1108/IJSMS-05-2017-092
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    Cited by:

    1. Edson Coutinho da Silva & Alexandre Luzzi Las Casas, 2018. "The Key-Attributes That Influence the Fans¡¯ Perceptions of the Corinthians¡¯ Ecosystem," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 50-63, July.
    2. Stadler Blank, Ashley & Koenigstorfer, Joerg & Baumgartner, Hans, 2018. "Sport team personality: It’s not all about winning!," Sport Management Review, Elsevier, vol. 21(2), pages 114-132.

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