Talent or popularity?: An empirical analysis of the determinants of the brand image of human brands through the example of professional football players

Julian Hofmann; Pascal Kottemann; Oliver Schnittka; Marius  Johnen

Talent or popularity? An empirical analysis of the determinants of the brand image of human brands through the example of professional football players

Julian Hofmann, Pascal Kottemann, Oliver Schnittka, Marius Johnen

Department of Sociology, Environmental and Business Economics

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review

Original language	English
Title of host publication	People Making Marketing : Proceedings of the 47th Annual Conference of the European Marketing Academy
Publisher	European Marketing Academy
Publication date	2018
Publication status	Published - 2018
Event	47th Annual Conference of the European Marketing Academy: People Make Marketing - University of Strathclyde, Glasgow, United Kingdom Duration: 29. May 2018 → 1. Jun 2018 Conference number: 47

Conference

Conference	47th Annual Conference of the European Marketing Academy
Number	47
Location	University of Strathclyde
Country/Territory	United Kingdom
City	Glasgow
Period	29/05/2018 → 01/06/2018

Cite this

@inproceedings{b6151affc759444e807d21ff19370e36,

title = "Talent or popularity?: An empirical analysis of the determinants of the brand image of human brands through the example of professional football players",

author = "Julian Hofmann and Pascal Kottemann and Oliver Schnittka and Marius Johnen",

year = "2018",

language = "English",

booktitle = "People Making Marketing",

publisher = "European Marketing Academy",

note = "47th Annual Conference of the European Marketing Academy : People Make Marketing, EMAC ; Conference date: 29-05-2018 Through 01-06-2018",

}

Hofmann, J, Kottemann, P, Schnittka, O & Johnen, M 2018, Talent or popularity? An empirical analysis of the determinants of the brand image of human brands through the example of professional football players. in People Making Marketing: Proceedings of the 47th Annual Conference of the European Marketing Academy. European Marketing Academy, 47th Annual Conference of the European Marketing Academy, Glasgow, United Kingdom, 29/05/2018.

Talent or popularity? An empirical analysis of the determinants of the brand image of human brands through the example of professional football players. / Hofmann, Julian; Kottemann, Pascal; Schnittka, Oliver et al.
People Making Marketing: Proceedings of the 47th Annual Conference of the European Marketing Academy. European Marketing Academy, 2018.

Research output: Chapter in Book/Report/Conference proceeding › Article in proceedings › Research › peer-review