Keywords: Fan loyalty
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Journal Articles
Journal of Service Theory and Practice (2016) 26 (1): 50–71.
Published: 11 January 2016
.... The authors shed light on how sports team personality affects its fans’ identification with the team and the formation of fan loyalty, from the perspective of fans’ relationship length. © Emerald Group Publishing Limited 2016 Prior research, however, falls short in two respects. Although previous...

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