Winning the loyalty cup: impact of symbol-related brand elements on brand loyalty of sports clubs

Volume: 21, Issue: 1, Pages: 245
Published: Oct 29, 2021
Abstract
Extant research in marketing has recognised the importance of branding in sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor in determining...
Paper Details
Title
Winning the loyalty cup: impact of symbol-related brand elements on brand loyalty of sports clubs
Published Date
Oct 29, 2021
Volume
21
Issue
1
Pages
245
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