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Keywords: Team performance
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2011) 45 (4): 551–566.
Published: 05 April 2011
...Heidi M.K. Ngan; Gerard P. Prendergast; Alex S.L. Tsang Purpose It is common for companies to sponsor sports teams. The aim of this paper is to examine experimentally the impact of two team attributes (team performance and the presence of a star in the team) on consumers' intention to purchase...
