Giroux, Marilyn; Pons, Frank; Maltese, Lionel - In: International Journal of Sports Marketing and Sponsorship 18 (2017) 2, pp. 180-195
Purpose In the highly saturated sports industry where sport teams represent a complex offering loaded with intangible and tangible attributes, it is important to implement appropriate marketing strategies that will ultimately contribute to the development of strong brand equity. In this paper,...