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Keywords: perceived group norms
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Journal Articles
International Journal of Sports Marketing and Sponsorship (2008) 9 (3): 35–46.
Published: 01 April 2008
... and less likely to purchase from the previous sponsor. Fan identification and perceived group norms were significant predictors of purchase intentions towards the current sponsor, but only perceived group norms predicted purchase intentions towards the ex-sponsor. Additionally, perceived group norms...
