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Yue Meng-Lewis
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Journal Articles
Negotiating sexuality, identity and marketplace culture: a case study on Gen Z’s interpretations of Durex’s esports sponsorship in China
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2026) 27 (2): 431–449.
Published: 11 November 2025
Journal Articles
Effectiveness of Olympic sponsorship by foreign and domestic companies: the influential role of consumer ethnocentrism
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2014) 15 (2): 30–46.
Published: 01 January 2014
