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:

消费者关心人类品牌吗?:使用 Zaltman 隐喻启发技术 (ZMET) 绘制两名运动员参与社会和政治宣传的案例研究

我们旨在探索消费者对两名运动员以及运动员参与社会和政治宣传的看法。我们进行了 24 次个人深入、非结构化访谈,并应用了 Zaltma...
更新日期:2023-11-20
down
wechat
bug