Calling for the Study of the Neuroscience of the Sports Fan Consumer
Sports fans and fandoms are special (and extreme) cases of the consumerbrand relationship concept. The implications for markets may be positive (e.g., purchasing merchandizing), but also negative (e.g., ostracizing rivals’ sponsors). Such behavior calls for a deeper understanding, but traditional ma...
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| Format: | conferenceObject |
| Language: | eng |
| Published: |
2021
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| Online Access: | http://hdl.handle.net/11328/3729 |
| Country: | Portugal |
| Oai: | oai:repositorio.uportu.pt:11328/3729 |