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June Won
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Journal Articles

The effectiveness of multiple brand portfolios: the role of directional dominance and brand interference on brand evaluation

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June Won, J. Lucy Lee
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2020) 21 (2): 285–303.
https://doi.org/10.1108/IJSMS-09-2019-0100
Published: 09 April 2020
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Journal Articles

Sports brand positioning: Positioning congruence and consumer perceptions toward brands

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J. Lucy Lee, Yukyoum Kim, June Won
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2018) 19 (4): 450–471.
https://doi.org/10.1108/IJSMS-03-2017-0018
Published: 11 June 2018
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