Estimating the value of brand alliances in professional team sports

Marketing Science

Volumn 28, Issue 6, 2009, Pages 1095-1111

  Yang, Yupin ^a   Shi, Mengze ^b   Goldfarb, Avi ^b  

^a SIMON FRASER UNIVERSITY   (Canada)

^b UNIVERSITY OF TORONTO   (Canada)

Author keywords

Brand alliances; Branding; Matching model; Sports marketing

Indexed keywords

EID: 70449336887     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1090.0513     Document Type: Article

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