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J.  Chen, Gurel-Atay, E., Xie, G. - X., and Kahle, L., ?Changes in Social Values in the United States, 1976-2007: 'Self-Respect' Is on the Upswing as 'Sense of Belonging' Becomes Less Important.?, Journal of Advertising Research, vol. 50, no. 1, pp. 57-67, 2010.\par \par C.  Bee and Kahle, L., ?Relationship Marketing in Sports: A Functional Approach?, Sport Marketing Quarterly, vol. 15, no. 2, pp. 102-110, 2006.\par \par S. A.  Jones, Bee, C., Burton, R., and Kahle, L., ?Marketing through Sports Entertainment: A Functional Approach?, Mahwah, NJ: , 2004, pp. 309-322.\par \par }