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Keywords: Player identification
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Journal Articles
Korean MLB players: the effects of motives and identification on fan loyalty
Available to Purchase
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2019) 9 (3): 239–254.
Published: 04 June 2019
..., the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via...
