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Keywords: Sports marketing
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2012) 26 (1): 51–59.
Published: 17 February 2012
... identification was positively correlated to reports of willingness to engage in such behavior (Wann et al., 2001). © Emerald Group Publishing Limited 2012 Consumer misbehavior Consumer behaviour Fan identification Mediation Schadenfreude Sponsorship Sports marketing An executive...
