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Kotler, P., Kartajaya, H., & Setiawan, I. (2010). Marketing 3.0: The Forces Shaping the New Human-Centered Marketing. Trans. Ana Beatriz Rodrigues. Elsevier.

has been cited by the following article:

• TITLE: The Hypervulnerability of the Fan Following Brands of Products Linked to Football Clubs

  AUTHORS: Cleber Augusto do Nascimento

  KEYWORDS: Behavioral Vulnerability, Sport as an Economic Activity, Brand, Consumer Rights, Commercial Offer

  JOURNAL NAME: Beijing Law Review, Vol.15 No.4, November 29, 2024

  ABSTRACT: This article, through the deductive method and theoretical research, aims to present the consumer’s vulnerability to the offer of products promoted by football clubs. It will be analyzed how sports entities seek to promote the economic activity in which they are inserted by offering products and services linked to the brand they bear, this practice being one of their main sources of revenue. And, as this activity within the context of the values promoted by sport and the affective bond between fans and football clubs can generate hypervulnerability in this segment of consumers.