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Can Online Anti-Brand Communities Devalue Sponsorship Engagements? Findings from a Mixed Methods Study from the Sports Context

Title data

Popp, Bastian ; Germelmann, Claas Christian ; Woratschek, Herbert:
Can Online Anti-Brand Communities Devalue Sponsorship Engagements? Findings from a Mixed Methods Study from the Sports Context.
2014
Event: 43rd European Marketing Academy Conference (EMAC) , Juni 20114 , Valencia, Spain.
(Conference item: Conference , Speech )

Official URL: Volltext

Further data

Item Type: Conference item (Speech)
Refereed: Yes
Institutions of the University: Faculties
Faculties > Faculty of Law, Business and Economics
Faculties > Faculty of Law, Business and Economics > Department of Business Administration
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement
Faculties > Faculty of Law, Business and Economics > Department of Business Administration > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement > Lehrstuhl Betriebswirtschaftslehre VIII - Marketing und Dienstleistungsmanagement - Univ.-Prof. Dr. Herbert Woratschek
Result of work at the UBT: Yes
DDC Subjects: 300 Social sciences > 330 Economics
Date Deposited: 27 Aug 2014 08:31
Last Modified: 05 Feb 2015 13:43
URI: https://eref.uni-bayreuth.de/id/eprint/2159