Exploring new routes within brand research in sport management: directions and methodological approaches
Abstract
Although brand research has become a widely accepted and thus mature field in sport management, many aspects remain to be investigated. The increase in commercialization, professionalization and...
Paper Details
Title
Exploring new routes within brand research in sport management: directions and methodological approaches
Published Date
Jan 1, 2020
Volume
20
Issue
1
Pages
1 - 9
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