Keywords: Fandom
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2014) 15 (4): 323–341.
Published: 11 November 2014
.... The children articulated a portfolio of team (club) and player connections of varying strength. This contrasts with the existing adult fandom literature which focuses on individuals supporting a single team. Another strong theme emerging from the data was the children’s market-centred relationships...

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