Evaluating brand equity in the team sport setting
Over the past decade, evaluating the relative strength of brand names, or "brand equity," has received significant attention in marketing academic and trade literature. However, brand equity has thus far received minimal attention in the team sport setting. In contrast, much more attention...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
1997
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI9809337 |