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Keywords: Web-based communication
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Journal Articles
Searching for a consistent brand identity: The goal of leading professional football clubs in France
Journal:
Strategic Direction
Strategic Direction (2018) 34 (3): 10–12.
Published: 12 March 2018
... and places the articles in context. Findings Football club brands in France face a considerable challenge in ensuring the identity conveyed by the club aligns with the perceptions that stakeholders hold about the brand. Clubs can achieve brand consistency by adapting their Web-based communications so...
