170 Kessels Road
Nathan, Queensland QLD 4111
Australia
Griffith University
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Brands; Athlete Brand; Student-Athletes; Social Media; Collegiate Sport
sport spectator segmentation, sport fans, psychological continuum model, PCM
Brand Associations; Fan Loyalty; New Teams; Sport Consumer; Latent Growth Model; Cross-Lagged Panel Model
sport brand, brand development, brand strategy, strategic management, organisational strategy