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Keywords: Customer experience
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2025) 26 (5): 929–949.
Published: 04 March 2025
... Customer experience Memory Since the early 2010s, sponsorship activation practices—aimed at fostering engagement, involvement, or participation between audiences and sponsors (Weeks et al., 2008)—have gradually evolved from a transactional to a relational approach, seeking to connect...
