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Keywords: Human brand extensions
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Journal Articles
Antecedents of the attitude toward the athlete celebrities' human brand extensions
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 241–258.
Published: 10 November 2021
... extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions. Design/methodology/approach In total, 198 participants answered online survey questions before and after being informed...
