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A conceptual framework for understanding brand connection to sport mascots.

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Bibliographic Details
Title: A conceptual framework for understanding brand connection to sport mascots.
Authors: Ko, Yong Jae1 (AUTHOR) yongko@ufl.edu, Yun, Lydia2 (AUTHOR), Kang, Philip3 (AUTHOR)
Source: Sport Management Review. Aug2025, Vol. 28 Issue 4, p729-752.
Database: SPORTDiscus with Full Text
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Description
ISSN:14413523
DOI:10.1080/14413523.2025.2500124