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Keywords: Consumer brand engagement
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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
.... Consumer brand engagement (CBE) mediates the relationship between brand attachment and STBE. While self-congruence does moderate the effects between brand involvement and brand attachment. Originality/value The study reveals the role of community related factors on sports fans’ perceived STBE...
