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Journal Articles
From love to betrayal? When your team’s sponsor decides to also sponsor your rival
Available to Purchase
International Journal of Sports Marketing and Sponsorship (2024) 25 (4): 757–776.
Published: 06 May 2024
.../approach A long-term sponsorship deal between a retsina wine company and a popular football club and a newly established deal between the company and the main rival club were selected as the research setting. Data were collected from a total sample of 302 participants, fans of the two teams, using...
