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- W2909020455 abstract "Commonly, professional sports teams proactively engage in corporate social responsibility activities by forming partnerships with not-for-profit organisations. However, both academicians and practitioners are unsure of the effectiveness of such alliances, especially in relation to consumer reactions. This research analysed consumer reactions to both organisations in a social alliance but significantly extended upon current research by analysing such reactions amongst consumers associated with the sports team and consumers associated with the not-for-profit organisation. The positive outcomes towards both organisations by each consumer group can strongly assist practitioners in developing a more efficient and effective social alliance strategy." @default.
- W2909020455 created "2019-01-25" @default.
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- W2909020455 date "2019-01-01" @default.
- W2909020455 modified "2023-09-23" @default.
- W2909020455 title "From awareness to action: exploring the impact of social alliances on consumer behaviour in the sporting context" @default.
- W2909020455 hasPublicationYear "2019" @default.
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