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Keywords: Brand identity
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Journal Articles
Esports fan identity toward sponsor–sponsee relationship: an understanding of the role-based identity
Open Access
International Journal of Sports Marketing and Sponsorship (2024) 25 (1): 42–66.
Published: 17 August 2023
... to the original publication and authors. The full terms of this license may be seen at http://creativecommons.org/licences/by/4.0/ legalcode Fan identity Identity theory Brand identity Behavioral intentions Esports Esports, or electronic sports, is the concept used to define structured...
