Work

To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

Year: 2020

Type: article

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-02-2020-0018

Authors: Ho Yeol Yu, G. Matthew Robinson, DongHun Lee

Institutions: Arkansas State University, Schreiner University, University of Houston

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3116201419

FWCI: 1.804

Cites: 72

Cited by: 16

Related to: 10