Research on sport spectators and sport fans is examined to develop a model of the
psychological connections that individuals experience with sports or sport teams. The …

This study broadens the understanding of brand management in sport by creating the Team
Association Model, a scale that identifies dimensions of brand associations, a major …

Prior research has demonstrated a direct relationship between loyalty and reasons for liking
a particular sport team. The current study replicates and extends this line of inquiry by …

This paper examines the relationship between brand associations (anything in the
consumer's mind linked to a specific team brand) and brand loyalty in US professional sport …

Group identity theory suggests that fans of sports teams see themselves as members of an
organization, not just consumers of a product. To foster greater loyalty toward a sports team …

Although the involvement construct has received wide spread theoretical and empirical
attention over the past 30 years, its application to a subset of leisure such as spectator sport …

This study assessed the direct and interaction effects of team identification and satisfaction
with facets of a game on intentions to attend future games. A sample of 1,256 spectators in …

The Japanese Professional Soccer League (J. League) began in 1993 and was the first
professional soccer league in Japan. After an initial period of strong interest, spectator …

All successful marketing strategies in sport or events must take into account the complex
behaviour of consumers. This book offers a complete introduction to consumer behaviour in …

This study extends literature on the effects of fan identification on fan loyalty, and
antecedents that trigger such effects. This study incorporates trust, a key relationship …