Lupinek, Joshua M. - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 2, pp. 291-306
Purpose: The purpose of this paper is to add a needed sport foundation for the brand community conversation evolution within the International Journal of Sports Marketing and Sponsorship (Popp et al., 2016; Richelieu, 2008; Trail et al., 2016) from the spark of Gladden and Funk’s (2001) brand...