& Westberg, 2009 ). Particularly, in today’s intensely competitive and saturated marketplace, sport relationship marketing (SRM) is considered an essential approach to build long-term relationships with fans, employees, and other stakeholders that are vital to a sport firm’s success ( Abeza, O
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An Integrative Model of Sport Relationship Marketing: Transforming Insights Into Action
Gashaw Abeza, David Finch, Norm O’Reilly, Eric MacIntosh, and John Nadeau
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
