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Keywords: Sport entertainment
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (7): 482–493.
Published: 26 October 2012
... the evaluation of customer‐based brand equity. Findings suggest clubs' involvement in community activities influences brand image and customer behaviour. The sport entertainment industry requires a specific type of brand management and customer perceived ethicality has to be an integral part of the approach...
