Exploring the Influence of Football Fan Tokens on Engagement: A Study on Fans’ Meaning, Team Brand I...
Exploring the Influence of Football Fan Tokens on Engagement: A Study on Fans’ Meaning, Team Brand Identification, and Cocreation Mechanisms
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Language
English
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Contents
Sport brands are pursuing new avenues that affect consumer–brand relationships through digital engagement platforms based on fan tokens, a specific type of cryptocurrency. These metaverse-enabling technologies offer novel stimuli to enhance fans’ brand experiences, but their impact on fans’ intentions and behaviors has yet to be determined. Drawing...
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Full title
Exploring the Influence of Football Fan Tokens on Engagement: A Study on Fans’ Meaning, Team Brand Identification, and Cocreation Mechanisms
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TN_cdi_crossref_primary_10_1177_10949968241305642
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_crossref_primary_10_1177_10949968241305642
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ISSN
1094-9968
E-ISSN
1520-6653
DOI
10.1177/10949968241305642
