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Keywords: BIRGing
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2021) 11 (2): 164–184.
Published: 14 August 2020
...Po-Lin Pan; Joe Phua Purpose The purpose of this paper was to examine the interplay between sports fanship and brand-related perceptions in the context of sports sponsorship. The effects of sport fans' self-enhancement strategies: Basking in reflected glory (BIRGing) and cutting off reflected...
