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Gladden, J. M., Irwin, R. L., & Sutton, W. A. (2001). Managing North American Major Professional Sport Teams in the New Millennium: A Focus on Building Brand Equity, Journal of Sport Management, 15(4), 297-317. Retrieved Feb 27, 2020, from https://journals.humankinetics.com/view/journals/jsm/15/4/article-p297.xml