Psychological process of loyalty formation towards professional sport brands : the differences and similarities between domestic and overseas customers
The way consumers perceive professional sport brands and form their loyalty towards the brands has been one of the central interests of researchers and practitioners. Despite growing importance of overseas markets for the brands, those studies have been limited in domestic market context, and the is...
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University of Warwick
2013
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.582382 |