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

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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 3.714 ) Pub Date : 2023-11-20 , DOI: 10.1080/16184742.2023.2273351
Yeayoung Noh ₁ , Na Young Ahn ₂ , Aaron J. Anderson ₃

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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...

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