Do consumers care about human brands?: A case study of using Zaltman Metaphor Elicitation Technique (ZMET) to map two athletes’ engagements in social and political advocacy,European Sport Management Quarterly

当前位置： X-MOL 学术 › European Sport Management Quarterly › 论文详情

Our official English website, www.x-mol.net, welcomes your feedback! (Note: you will need to create a separate account there.)

Do consumers care about human brands?: A case study of using Zaltman Metaphor Elicitation Technique (ZMET) to map two athletes’ engagements in social and political advocacy
European Sport Management Quarterly ( IF 3.6 ) Pub Date : 2023-11-20 , DOI: 10.1080/16184742.2023.2273351
Yeayoung Noh ₁ , Na Young Ahn ₂ , Aaron J. Anderson ₃

Affiliation

We aimed to explore consumers’ perceptions of two athletes and athletes’ engagements in social and political advocacy.We conducted 24 individual in-depth, unstructured interviews and applied Zaltma...

中文翻译：