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Connecting Sponsor Brands through Sports Competitions: An Identity Approach to Brand Trust and Brand Loyalty Joe Phua

Pan, Polin, & Joe Phua (Forthcoming). Connecting Sponsor Brands through Sports Competitions: An Identity Approach to Brand Trust and Brand Loyalty. Accepted for publication in Sport, Business, Management: An International Journal. Abstract:  This paper examines the interplay between sport fandom and brand perceptions in the context of sport sponsorship. The effects of sport fans’ self- […]

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