Keywords: Fan loyalty
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Journal Articles
Journal of Indian Business Research (2017) 9 (2): 169–188.
Published: 19 June 2017
...Anish Yousaf; Anil Gupta; Abhishek Mishra Purpose Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing...

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