Work

Using the Olympics and FIFA World Cup to enhance global brand equity: a case study of two companies in the payment services category.

Year: 2005

Type: article

Authors: Robert Madrigal, Colleen Bee, Monica LaBarge, John Amis, T. B. Cornwall

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: W81740574

FWCI: 2.55

Cites:

Cited by: 9

Related to: 10