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Keywords: Myfootballclub.co.uk
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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
... networks, fan passion and highly mediatised sports brands has thrown up many interesting phenomena. In this particular study, we examine loyalty in an online football brand community, myfootballclub.co.uk (henceforth “MyFC”), which, in 2008, became the first online brand community to take control...
