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Keywords: Relationship equity
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (2): 315–328.
Published: 06 August 2020
... responses were collected from football fans in Singapore. This study conducted partial least squares structural equation modeling (PLS-SEM) to test hypotheses using SmartPLS 3.0. Findings Results showed that the paths from nostalgia to value equity, brand equity and relationship equity were significant...
