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  • Engagement in sports virtual brand communities 

    Alonso Dos Santos, Manuel; Rejón Guardia, Francisco; Pérez Campos, Carlos; Calabuig Moreno, Ferran; Jae Ko, Yong (2018-08)
    The aim of this study is to analyze the impact of sports sponsorship in virtual brand communities (VBCs) on consumers' engagement within these communities. We used a professional team in the Scotiabank National Opening ...