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Keywords: Naming rights
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2025) 37 (1): 189–209.
Published: 18 July 2024
...Dongye Lyu; Luis Mañas-Viniegra; Ziyuan Xu Purpose Football stadiums, traditionally linked to local landmarks, now see a shift as corporate brands engage in naming rights through sponsorship. However, limited scholarly attention has focused on the perception of stadium toponyms. This research...
