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- W2300380392 abstract "A longitudinal field experiment examined sports fans’ attitudes toward favored- and opposing-team sponsors across time. Measurements at five timepoints showed fans’ attitudes were more positive toward their favored-team sponsors, but that attitudes improved across time toward both favored-team sponsors and opposing-team sponsors. This occurred regardless of intensity of fan identification." @default.
- W2300380392 created "2016-06-24" @default.
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- W2300380392 date "2014-01-01" @default.
- W2300380392 modified "2023-09-23" @default.
- W2300380392 title "Sponsoring a rival has benefits too: A longitudinal study of changes in fan attitudes toward favored-and opposing-team sponsor brands" @default.
- W2300380392 hasPublicationYear "2014" @default.
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