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Xinquan Sheena Yang, University of British Columbia
Paper
Sports sponsorship as a strategic investment in China: perceived risks and benefits by corporate sponsors prior to the Beijing 2008 Olympics
Taeho Yoh, Southern Illinois University
Paper
Sources of information for purchasing golf clubs: personal and non-personal references
Euidong Yoo, Korea Institute of Sport Science
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Market segmentation in the K-League: an analysis of spectators of the Korean Professional Soccer League
Chia-Chen Yu, University of Wisconsin-La Crosse
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Athlete Endorsement In The International Sports Industry: A Case Study of David Beckham
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