New sport teams and the development of brand community
The professional sport market and its established teams offer consumers a service and experience that is typically high in social identification, emotional involvement (Underwood, Bond & Baer, 2001) and a sense of community or social belonging (Heere & James, in press). The strong social att...
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| Format: | Others |
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Auckland University of Technology,
2008-04-18T01:11:32Z.
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| Online Access: | Get fulltext |
