The Richmond What? The Naming of a Minor League Baseball Franchise by ProQuest

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									             Sport Marketing Quarterly, 2011, 20, 56-64, © 2011 West Virginia University

Case Study   The Richmond What? The Naming of a
             Minor League Baseball Franchise
             Brendan Dwyer, Carrie W. Le Crom, Nathan Tomasini, and Gregory A. Smith
             Brendan Dwyer, PhD, is assistant director of student services and outreach in the Center for Sport Leadership at Virginia
             Commonwealth University. His research interests include issues related to sport marketing and sport consumer behavior,
     
								
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