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Keywords: Brand attachment
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2024) 14 (5-6): 604–626.
Published: 06 September 2024
... and convenience sampling, data for the study were collected from 394 football fans who were existing members of OBCs. The research model is tested using partial least square structural equation modeling. Findings The results show a direct and significant impact of brand involvement on brand attachment...
