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Keywords: Sport team identification
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 757–776.
Published: 06 May 2024
... Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Sport sponsorship Sport fans Sport team identification Fit Rivalry Betrayal Rejection of joint sponsorship Interest Favorability Use The strong passion that fans feature toward their favorite...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2024) 25 (1): 188–209.
Published: 19 December 2023
... Publishing Limited Licensed re-use rights only Sports sponsorship Sport team identification Congruence Sponsorship type Home team While researchers have explored the three types of sponsorships (conventional, CSR-linked and joint) and the perceived congruence between the sponsor property...
