This study examines how team identification and emotional attachment influence sports team brand equity (STBE) and purchase intentions among Ghanaian football fans. Data were collected from 552 fans using a non-probability intercept survey. The proposed relationships among the constructs were examined using partial least squares structural equation modeling (PLS-SEM). The results show that team identification, brand identification, and emotional attachment significantly predict STBE. Also, STBE mediates the relationships between these antecedents and intentions to purchase licensed merchandise and matchday tickets. The findings also indicate that age moderates the relationship between emotional attachment and STBE, and this relationship is stronger among older fans. The study offers theoretical and practical implications for building STBE in emerging football markets.
Kosiba et al. (Sat,) studied this question.