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Keywords: Spillover effect
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (5): 1105–1125.
Published: 18 July 2024
... of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian...
