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Keywords: Resurrected brands
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2018) 19 (2): 127–146.
Published: 08 May 2018
... in the sports industry. This paper aims to disentangle the conditions for positive fans reaction to resurrected brands of sport organizations, connecting what fans think and feel about the brand with their behavior in different contexts. The context-dependent feature is suggested by the conspicuously...
