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Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication

Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove

value; RM = relationship marketing; SRM = sport relationship marketing; CSR = corporate social responsibility; NBA = National Basketball Association; NSO = national sport organization; RQ = relationship quality; SDP = sport-for-development-and-peace; SM = social media; SVF = sport value conceptual