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Keywords: Meaning transfer model
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Journal Articles
What did Ryan Lochte do? The double-edged sword of endorsers behaving badly
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2018) 19 (3): 290–305.
Published: 05 June 2018
... of their respective brands. The principles of likeability and/or expertise, elaborated on below, often influence the evaluation of “fit.” Marketing strategy Sports marketing Brands Sponsor Endorser Meaning transfer model © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re...
