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Keywords: Sales campaigns
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Journal Articles
Symbolic purchase in sport: the roles of self‐image congruence and perceived quality
Available to Purchase
Journal:
Management Decision
Management Decision (2009) 47 (1): 85–99.
Published: 06 February 2009
... is represented in Figure 1 . Consumer behaviour Sales campaigns Sports Consumer marketing The present study investigates the implications of self‐image congruence (SIC) on sport team‐licensed merchandise consumption. Licensing trademarks and copyrights have become an essential part...
