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Keywords: Two-way bond
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (9): 2195–2221.
Published: 07 July 2020
... in their intensity of love for the team. Findings The results support our measurement model and its distinctive features, especially the importance of the perceived two-way bond fans have with their team. While overall intensity of team love is not related to social influence or on-field performance...
