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Keywords: behavioural loyalty
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2010) 11 (2): 37–54.
Published: 01 January 2010
.... The findings suggest that psychological commitment and resistance to change mediate the effect of fan attraction and involvement on behavioural loyalty in a professional sports context. © 2010 by Winthrop Publications Limited 2010 licensed reuse rights only fan attendance behavioural loyalty...
