Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/8621| Author(s): | Dionísio, J. Leal, M. Silva, R. |
| Date: | 2014 |
| Title: | Tribal marketing in sports |
| Number: | 19 |
| Pages: | 17-27 |
| Keywords: | Fandom Tribalism Sports marketing Post-modernism |
| Abstract: | Brands that sponsor sports or sports clubs are not always capable of effectively getting close to the fans, and their hearts and wallets. Fan passion does not necessarily therefore transfer over to the brands that endorse a particular club or indeed a sport. The current research seeks to understand how soccer and surf fans see brand sponsorships and their legitimacy and wider acceptability. |
| Peerreviewed: | Sim |
| Access type: | Embargoed Access |
| Appears in Collections: | BRU-RI - Artigos em revistas científicas internacionais com arbitragem científica |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| publisher_version_19Dionisio_pdf Restricted Access | 935,2 kB | Adobe PDF | View/Open Request a copy |
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