Television viewers' motivations to follow the 2005 Ashes Test series: implications for the rebranding of English cricket

Journal of Product and Brand Management

Volumn 16, Issue 1, 2007, Pages 23-37

  Bennett, Roger ^a   Ali Choudhury, Rehnuma ^a   Mousley, Wendy ^a  

^a LONDON METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

Brand management; Cricket; England; Market segmentation; Marketing strategy; Sports

Indexed keywords

EID: 34247178076     PISSN: 10610421     EISSN: None     Source Type: Journal    
DOI: 10.1108/10610420710731133     Document Type: Article

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