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Keywords: Sport team brand equity
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2024) 14 (5-6): 604–626.
Published: 06 September 2024
... sport team brand equity (STBE) of sports fans from a social exchange theory perspective. The role of self-congruity as a moderator is examined to determine the differences in the level of involvement and attachment of fans in OBCs. Design/methodology/approach Based on quantitative research...
