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Keywords: Brand value
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Journal Articles
Journal:
Management Decision
Management Decision (2026) 64 (1): 375–403.
Published: 12 February 2025
... 16 02 2024 19 08 2024 18 11 2024 04 01 2025 © Emerald Publishing Limited 2025 Emerald Publishing Limited Licensed re-use rights only Brand value Football Fan involvement Sponsorship Purchase intention Sponsorship has evolved as a key component...
Journal Articles
Journal:
Management Decision
Management Decision (2017) 55 (7): 1476–1488.
Published: 21 August 2017
... understand brand value co-creation and perceive their role in facilitating it, with the aim of questioning its viability in day-to-day brand management practices. Design/methodology/approach Building on brand professionals’ reflexivity, the study develops a qualitative methodological glance via semi...
