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Original paper

Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement

Volume: 16, Issue: 3, Pages: 329 - 345
Published: Sep 4, 2021
Abstract
Purpose Customer engagement, as one form of interactive marketing, enhances organisational performance, in terms of sales growth, superior competitive advantage and increased profitability, particularly within the sports context. This research aims to explore fans' engagement behaviours with their sports teams and identify its drivers and outcomes. Design/methodology/approach The researchers deployed mixed methods in this study via three phases:...
Paper Details
Title
Fans behave as buyers? Assimilate fan-based and team-based drivers of fan engagement
Published Date
Sep 4, 2021
Volume
16
Issue
3
Pages
329 - 345
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