Work

On the positive impact of fan communities on brands sponsoring rival teams

Year: 2024

Type: article

Study design: Observational Study

Source: Journal of Product & Brand Management

DOI: 10.1108/jpbm-09-2023-4727

Authors: Thomas M. Hickman, Michael Stoica

Institution: Washburn University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W4404505123

FWCI: 0.466

Cites: 68

Cited by: 1

Related to: 10