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Keywords: Product meanings
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Journal Articles
Product meanings as drivers of sport consumer behavior: evidence from the Greek sport industry
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International Journal of Sports Marketing and Sponsorship (2021) 22 (3): 529–549.
Published: 22 September 2020
.... The secondary goal was to examine the extent to which product meanings can predict favorable sport consumer behaviors. Design/methodology/approach Data were collected from football and basketball fans of the two biggest professional sport clubs in Greece. A total of 255 Greek fans completed the surveys...
