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Keywords: University licensing
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Journal Articles
Journal:
Sport, Business and Management
Sport, Business and Management: An International Journal (2014) 4 (1): 71–87.
Published: 04 March 2014
... decision process. Originality/value – This paper adds to our understanding of customer motivations to purchase university licensed merchandise, and the conditions when merchandise quality is a key decision driver. Retail sales of collegiate licensed merchandise represent a significant revenue...
