Do you love me? The relationship between sport-related branded entertainment and brand love

Brand love, the most intense relationship between a consumer and a brand, drives valuable outcomes like increased brand loyalty. Sport-related branded entertainment (SRBE) represents a content marketing opportunity to build on brand love and provides a research gap. This research investigates the im...

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Bibliografski detalji

Glavni autori:	Hildegard Liebl, Jana Turčínková, Rupert Beinhauer, José Magano
Format:	Artigo
Jezik:	Inglês
Izdano:	Taylor & Francis Group 2022-12-01
Serija:	Cogent Business & Management
Teme:	Sport-related branded entertainment branded entertainment content marketing brand love self-expressiveness of brands
Online pristup:	https://www.tandfonline.com/doi/10.1080/23311975.2022.2143014
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