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Keywords: Consumer-brand relationships
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2018) 8 (3): 235–256.
Published: 10 May 2018
... strategies to enhance fan loyalty, develop strong consumer-brand relationships and ultimately build brand equity. The impact of these emergent technologies in the professional sports setting uncovers the need for sports marketers to understand how they can maximise the full potential of this media...
