Keywords: Fan identification
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Journal Articles
Journal of Service Theory and Practice (2016) 26 (1): 50–71.
Published: 11 January 2016
...Heikki Karjaluoto; Juha Munnukka; Milja Salmi Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fansidentification with the team, and the effect of the length...

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