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Keywords: Sports products
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2023) 24 (4): 623–637.
Published: 01 February 2023
... with expectations based on regulatory focus theory. Originality/value The present study extends and strengthens knowledge of personal regulatory focus in the sports context and thus shows marketers how to communicate with target customers to precisely sell sports products using the regulatory fit strategy...
Journal Articles
International Journal of Sports Marketing and Sponsorship (2019) 20 (4): 554–566.
Published: 28 August 2019
... Publishing Limited Licensed re-use rights only Stadiums Facilities utilization Professional Sports Teams (PSTs) Sports products In the existing literature concerning the marketing of sport leagues and professional sports teams (PSTs) most of the research has focused on the notion of a core...
