Exploring the Antecedents and Consequences of Personalizing Sport Video Game Experiences by ProQuest

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									                                                     Sport Marketing Quarterly, 2010, 19, 217-225, © 2010 West Virginia University




                                                                                                                                     Personalization
Exploring the Antecedents and
Consequences of Personalizing Sport
Video Game Experiences
Dae Hee Kwak, Galen E. Clavio, Andrea N. Eagleman, and Ki Tak Kim

Dae Hee Kwak, PhD, is an assistant professor in the Department of Sport Management 
								
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