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The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams

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https://hal-amu.archives-ouvertes.fr/hal-01794389
Contributor : Laura Beton <>
Submitted on : Thursday, May 17, 2018 - 2:54:05 PM
Last modification on : Friday, May 18, 2018 - 1:22:23 AM

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Marilyn Giroux, Frank Pons, Lionel Maltèse. The role of perceived brand personality in promotion effectiveness and brand equity development of professional sports teams. International Journal of Sports Marketing and Sponsorship, 2017, 18 (2), pp.180 - 195. ⟨10.1108/IJSMS-05-2017-092⟩. ⟨hal-01794389⟩

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