By associating with the event, the brand is able to associate with this brand and build an expectation of value.

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This process will evolve over a period of time, will be inclusive of the AIFF and its respected member associations and will concentrate on sporting sustainability with the expectation that commercial value creation will follow.

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Part of the reason that art costs more than wallpaper is the expectation that it might appreciate in value.

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The expectation gap was even greater in training, where the assigned value was close to 4.5, while the actual value was slightly above 3.

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However, my expectation would be that the Nook business, if floated off separately, would soar in value and thus the two apart would be worth more than they are together.

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