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http://hdl.handle.net/10071/8621
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Title: Tribal marketing in sports
Authors: Dionísio, J.
Leal, M.
Silva, R.
Keywords: Fandom
Tribalism
Sports marketing
Post-modernism
Issue Date: 2014
Publisher: Asociación Española de Deportes Colectivos, ASESDECO
Abstract: Brands that sponsor sports or sports clubs are not always capable of effectively getting close to the fans, and their hearts and wallets. Fan passion does not necessarily therefore transfer over to the brands that endorse a particular club or indeed a sport. The current research seeks to understand how soccer and surf fans see brand sponsorships and their legitimacy and wider acceptability.
Peer reviewed: Sim
URI: https://ciencia.iscte-iul.pt/public/pub/id/21088
http://hdl.handle.net/10071/8621
Publisher version: http://www.asesdeco.com/images/pdfs/19Dionisio.pdf
Appears in Collections:BRU-RI - Artigo em revista científica internacional com arbitragem científica

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