This book offers meaningful insight into sport marketing from the central perspectives of authenticity and engagement. It explores new thinking on a variety of key subjects such as sport participation, fan experience and shared brand equity.
T. Bettina Cornwell is Professor of Marketing and Philip H. Knight Chair in Lundquist College of Business at University of Oregon, Eugene, USA.
Steffen Jahn is interim Professor of Marketing and Innovation in the School of Economics and Business at the Martin Luther University Halle-Wittenberg, Germany.
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