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Journal Articles

How consumers form attitude toward brand collaboration: the case of LEGO ⨯ Formula 1

Tzu-Yun Yeh, Yi-Hsiu Lin, Wen-Cheng Chen, Yung-Chang Yu, Chen-Yueh Chen

International Journal of Sports Marketing and Sponsorship 1–19.

https://doi.org/10.1108/IJSMS-10-2025-0517

Published: 19 February 2026

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Journal Articles

Celebrity endorsement for sporting events using classical conditioning

Chen-Yueh Chen, Yi-Hsiu Lin, Cathryn L. Claussen

International Journal of Sports Marketing and Sponsorship (2012) 13 (3): 46–56.

https://doi.org/10.1108/IJSMS-13-03-2012-B005

Published: 01 April 2012

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Journal Articles

A demand analysis for the Chinese Professional Baseball League 1990-2008

Chen-Yueh Chen, Yi-Hsiu Lin, Yen-Kuang Lin

International Journal of Sports Marketing and Sponsorship (2012) 13 (2): 17–26.

https://doi.org/10.1108/IJSMS-13-02-2012-B003

Published: 01 January 2012

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