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Keywords: Sport brands
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Journal Articles
Journal of Service Theory and Practice (2016) 26 (1): 50–71.
Published: 11 January 2016
... and behavioral loyalty among newer fans. These findings stress the importance of sports brand’s personality in driving fans’ identification with the team and their loyalty to it. Originality/value – The study develops and tests a new conceptual model on consumer loyalty in the sports team context...
