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Keywords: Brand hate
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Journal Articles
The national rugby league and the Bundesliga: a study of brand hate
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 950–969.
Published: 19 June 2024
...Simon Beermann; Kirstin Hallmann; Geoff Dickson; Michael E. Naylor Purpose This study examined brand hate within the context of the (German) Bundesliga and (Australian) National Rugby League (NRL). The study pursued two research questions: (1) What types of brand hate were expressed towards...
