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1. The Brand Creation of an International Football Club
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose - The purpose of this paper is to investigate and analyze the brand creation process employed by international football clubs in relation to their brand identity. Methodology - The methodology for this paper utilizes a qualitative research approach with a multiple case study of four different football clubs, in support of a literature review, and with a proposed theoretical brand identity framework applied to the cases. LÄS MER
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