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Keywords: Gala show
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Journal Articles
Athletes’ brand equity, spectator satisfaction, and behavioral intentions
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Asia Pacific Journal of Marketing and Logistics (2019) 31 (2): 541–558.
Published: 28 February 2019
... Satisfaction Intention Brand equity Sporting event Gala show Branding is one of the most important factors associated with consumption behavior (Gladden and Milne, 1999). A brand is defined as “a name, term, sign, symbol, or design, or combination of them that is intended to identify the goods...
