Work

The impact of mascot attributes on sponsorship effectiveness the case of “Bing Dwen Dwen” at the Beijing winter Olympics

Year: 2023

Type: article

Study design: Observational Study

Source: Asia Pacific Journal of Marketing and Logistics

DOI: 10.1108/apjml-05-2023-0485

Authors: Zhenhua Quan, Wenjie Qian, Jianhua Mao

Institutions: Henan Polytechnic University, Hong Kong Baptist University

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: W4388833423

FWCI: 1.424

Cites: 48

Cited by: 9

Related to: 10