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Direct linkLee, Donghun; Trail, Galen T. – Measurement in Physical Education and Exercise Science, 2012
Although sales of athletic team merchandise (ATM) contribute to the overall consumption of sport, a research effort that comprehensively measures aspects that trigger the consumption of ATM is lacking. In light of the gap, utilizing multiple theories and other concepts that describe product consumption, the authors of this article empirically…
Descriptors: Retailing, Merchandising, Team Sports, Models
