Fans' resistance to naming right sponsorships: Why stadium names remain the same for fans

Author： Woisetschläger David M.   Haselhoff Vanessa J.   Backhaus Christof  

Publisher： Emerald Group Publishing Ltd

ISSN： 0309-0566

Source： European Journal of Marketing, Vol.48, Iss.7-8, 2014-07, pp. : 1487-1510

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