Social-Media-Based Antibrand Communities Opposing Sport-Team Sponsors: Insights From Two Prototypical Communities

  • Bastian Popp, Chris Horbel, Claas Christian Germelmann
  • International Journal of Sport Communication, September 2018, Human Kinetics
  • DOI: 10.1123/ijsc.2018-0082

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http://dx.doi.org/10.1123/ijsc.2018-0082