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Keywords: Brand community
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2016) 6 (2): 137–157.
Published: 09 May 2016
...Guilherme Guimaraes; Chris Stride; Daragh O'Reilly Purpose – The purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brands of keeping their commercial promises to brand community members. Design/methodology...
