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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 Connect in order to contact the contributor
Submitted on : Thursday, May 17, 2018 - 2:54:05 PM
Last modification on : Tuesday, October 19, 2021 - 10:49:48 PM

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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, Emerald Publishing, 2017, 18 (2), pp.180 - 195. ⟨10.1108/IJSMS-05-2017-092⟩. ⟨hal-01794389⟩

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