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Keywords: Retired athlete
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2019) 20 (3): 390–406.
Published: 10 July 2019
...Olzhas Taniyev; Brian S. Gordon Purpose The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes. Design/methodology/approach In total, 14 sport consumers, who demonstrated an in-depth knowledge...
