The Brand Persona| Operationalizing a Synthesis of Brand Equity and Social Capital
<p> The human brand in social media presents an understudied phenomenon, particularly in the sports domain. The current study focused on sports fans’ perceptions of athlete brands as presented on Twitter. The analysis assessed the rated likeability of athletes based on the social med...
| Main Author: | |
|---|---|
| Language: | EN |
| Published: |
The University of Alabama
2017
|
| Subjects: | |
| Online Access: | http://pqdtopen.proquest.com/#viewpdf?dispub=10262196 |