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School of Culture and Creat...
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WANG Xi
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2024
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Online posting intention: do the social communication and brand equity of esports matter?
Journal article
International Journal of Sports Marketing and Sponsorship,2024, volume: 25, issue: 1, pages: 161-187
Authors:
Wang, Xi
;
You, Xinyi
;
Xu, Yulan
;
Zheng, Jie
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View/Download：8/0
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Submit date：2024/03/12
Brand equity
Esports
Marketing communication and brand equity model (MCBEM)
Posting intention
Social media communication
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