UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY
The management of an athlete brand is challengingdue to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticityan...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Costa Rica
2021-11-01
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| Series: | Pensar en Movimiento |
| Subjects: | |
| Online Access: | https://revistas.ucr.ac.cr/index.php/pem/article/view/47119/49419 |
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