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Keywords: PLS
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2020) 21 (4): 669–693.
Published: 14 May 2020
... study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire. Findings Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2018) 19 (2): 127–146.
Published: 08 May 2018
... at: dorian.florea@anahuac.mx 11 08 2017 18 10 2017 22 12 2017 13 01 2018 © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only PLS Sports marketing Behavioural outcome Fan-based brand equity Resurrected brands This paper...
