Brand identity dynamics–reinforcement or destabilisation of a sport brand identity through the introduction of esports?
Title
Brand identity dynamics–reinforcement or destabilisation of a sport brand identity through the introduction of esports?
Description
Mühlbacher, H., Bertschy, M., & Desbordes, M. (2022). Brand identity dynamics–reinforcement or destabilisation of a sport brand identity through the introduction of esports?. Journal of Strategic Marketing, 30(4), 421-442.
Creator
Mühlbacher, H., Bertschy, M., & Desbordes, M.
Date
2022
Publisher
Journal of Strategic Marketing
Language
English
Type
Journal Paper