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- W182794255 abstract "As the world becomes a global village, sports organisations have begun to extend their markets and fan bases to different groups of customers. David Beckham, a British soccer star with a high profile marriage and much media attention, has endorsed numerous products, thereby becoming an excellent case study for the current trend of athlete endorsement in the international sports industry. The results of this case study provide insights into factors that might influence the success of athlete endorsement." @default.
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- W182794255 date "2005-04-01" @default.
- W182794255 modified "2023-09-24" @default.
- W182794255 title "Athlete endorsement in the international sports industry: a case study of David Beckham" @default.
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- W182794255 doi "https://doi.org/10.1108/ijsms-06-03-2005-b007" @default.
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