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Marketing Review St. Gallen

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01-02-2014 | Schwerpunkt

The relevance of consumer—brand identification in the team sport industry

Authors: Prof. Dr. Nicola E. Stokburger-Sauer, Dr. Karin Teichmann

Published in: Marketing Review St. Gallen | Issue 2/2014

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Fans who identify themselves with their team are brand champions. Consumer—brand identification (CBI) occurs when fans perceive similarity and psychological attachment to the team brand. Using data from over 1,200 fans of German premier soccer league teams, this study shows how CBI can be strengthened and how this can benefit marketing management. …

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Title: The relevance of consumer—brand identification in the team sport industry
Authors: Prof. Dr. Nicola E. Stokburger-Sauer
Dr. Karin Teichmann
Publication date: 01-02-2014
Publisher: Springer Fachmedien Wiesbaden
Published in: Marketing Review St. Gallen / Issue 2/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI: https://doi.org/10.1365/s11621-014-0337-z

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