We love to hate them! Social media-based anti-brand communities in professional football

  • Bastian Popp, Claas Christian Germelmann, Benjamin Jung
  • International Journal of Sports Marketing and Sponsorship, November 2016, Emerald
  • DOI: 10.1108/ijsms-11-2016-018

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http://dx.doi.org/10.1108/ijsms-11-2016-018

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