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-Reference-Cited by-同舟云学术

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

Published:2023-11-02 Issue:6 Volume:23 Page:1732-1758
ISSN:1618-4742
Container-title:European Sport Management Quarterly
language:en
Short-container-title:European Sport Management Quarterly

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

Link

https://www.tandfonline.com/doi/pdf/10.1080/16184742.2023.2273351

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

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