Do consumers care about human brands?: A case study of using Zaltman Metaphor Elicitation Technique (ZMET) to map two athletes’ engagements in social and political advocacy

Author:

Noh Yeayoung1,Ahn Na Young2,Anderson Aaron J.3

Affiliation:

1. Department of Physical Education, Seoul National University, Seoul, South Korea

2. Department of Sport and Event Management, Bournemouth University, Poole, United Kingdom

3. Department of Health and Kinesiology, Texas A&M University, College Station, United States of America

Publisher

Informa UK Limited

Subject

Strategy and Management,Tourism, Leisure and Hospitality Management

Reference89 articles.

1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.

2. The Value Relevance of Brand Attitude in High-Technology Markets

3. Dimensions of Brand Personality

4. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constucts.

5. A brand as a character, a partner, and a person: Three perspectives on the question of brand personality;Aaker J. L.;Advances in Consumer Research,1995

Cited by 2 articles. 订阅此论文施引文献 订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献

1. Zaltman Derin Metaforlarının Reklamlarda Kullanımı ve Tüketici Algısı;Korkut Ata Türkiyat Araştırmaları Dergisi;2024-02-29

2. Advancing understanding of individual-level brand management in sport;European Sport Management Quarterly;2023-11-02

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