How best to measure connection to a team: team identification, brand attitude/loyalty, consumer lifestyle or interest level?

Overview of attention for article published in International Journal of Sports Marketing & Sponsorship, December 2023

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Congratulations to Dr. Windy Dees (Professor, Sports Administration) on the recent publication of their study comparing consumer pathway models in sports fandom! https://t.co/cLQk0pCgZ9 #SportsMarketing #FanEngagement #Research #Congratulations https://…

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