Crafting a legacy: investigating the retired athlete brand image
Purpose: The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes. Design/methodology/approach: In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and experti...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Group Holdings Ltd.
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |