Development of the Brand Authenticity Scale for Professional Sport Teams
PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions. METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43)...
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| Format: | Book |
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Korea Institute of Sport Science,
2022-03-01T00:00:00Z.
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