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Keywords: Soccer
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2024) 36 (1): 122–147.
Published: 15 August 2023
...Mohammad M. Rahman; Philip J. Rosenberger, III; Jin Ho Yun; Mauro José de Oliveira; Sören Köcher Purpose Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops and tests...
Journal Articles
Asia Pacific Journal of Marketing and Logistics (2021) 33 (3): 755–782.
Published: 11 July 2020
...Jin Ho Yun; Philip J. Rosenberger, III; Kristi Sweeney Purpose The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer...
