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Keywords: conditioning
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2012) 13 (3): 46–56.
Published: 01 April 2012
...Chen-Yueh Chen; Yi-Hsiu Lin; Cathryn L. Claussen This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent...
