Keywords: ISCX
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2021) 22 (2): 312–329.
Published: 25 June 2020
... of unique features, such as high emotional involvement or a sense of community; additionally, sports customers put emphasis on multisensory brand experience at the point of sale. This study examines the in-store customer experience (ISCX) in offline sports retail stores, taking into account the commercial...

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