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Keywords: Perceived brand positioning
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2020) 10 (2): 125–145.
Published: 16 March 2020
...Anne-Marie Lebrun; Quentin Neveu; Patrick Bouchet Purpose The objective of this research is to understand and compare the perceived brand positioning of two football megabrands (Adidas and Nike) for a specific social group, the registered amateur football players in France, using the social...
