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The Role of Brand and Fan Personalities in Building Fan-Brand Relationships
Mohamed Mosaad
,
Ehab AbouAish
,
Mohamed Elsharnouby
Jan 01, 2022
Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of...
Consumer Management
Business and Management
E-Business
Published by:
IGI Global