Keywords: Brand trust
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Journal Articles
Sport, Business and Management: An International Journal (2021) 11 (2): 164–184.
Published: 14 August 2020
... failure (CORFing) were investigated in response to how sports fans connected themselves to a sponsor brand as well as whether their sponsor brand trust and loyalty were activated. Design/methodology/approach An experiment was designed in the first study to examine immediate effects of team performance...

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