This study reveals how fan allegiance to a sports team brand name influences purchase intention and behaviors.
This study aims to explore the relationship between the construct of brand love, the strength of fan allegiance to a sport team brand name, fan past purchase behavior, and future purchase intention should a team change its controversial name. The overall research question that bounds this study is: How does consumer brand love and a change to a sport team name impact fan purchase behavior?
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DBA et al. (2022) studied this question.
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