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Keywords: Perceived fit
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2018) 8 (5): 454–468.
Published: 11 April 2018
...Charitomeni Tsordia; Dimitra Papadimitriou; Artemisia Apostolopoulou Purpose The purpose of this paper is to explore the role of perceived fit and brand personality as means of building the brand equity of the sponsor in a basketball sponsorship setting both for team fans (fans) and fans...
