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K.  Malkewitz and Bee, C., ?Undertaking Successful Brand Design in Sport?, New York, NY: , 2014, pp. 89-108.\par \par U.  Orth, Malkewitz, K., and Bee, C., ?Gender and Personality Drivers of Consumer Mixed Emotional Responses to Advertising?, Journal of Current Issues and Research in Advertising, vol. 32, no. 1, pp. 69-80, 2010.\par \par }