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- W2460426579 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.
- W2460426579 created "2016-07-22" @default.
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- W2460426579 date "2014-01-01" @default.
- W2460426579 modified "2023-09-24" @default.
- W2460426579 title "Sponsoring a Rival Has Benefits Too: a Longitudinal Study of Changes in Fan Attitudes Toward Favored- and Opposing-Team Sponsor Brands" @default.
- W2460426579 hasPublicationYear "2014" @default.
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