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Keywords: Universities
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2023) 13 (4): 431–449.
Published: 24 March 2023
...André Richelieu; Simona Gavrila; Pierre Sercia Purpose The purpose of this study was twofold. First, the authors analyzed how a major Canadian university sport brand was interpreted by its stakeholders and why the perception was so negative. Second, the researchers investigated how a dormant...
