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This research explores how team identification and emotional attachment impact sports team brand equity and purchase intentions.

Team Identification, Emotional Attachment, Sports Team Brand Equity, and Purchase Intentions: Evidence from Football Fans in an Emerging Market

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This research explores how team identification and emotional attachment impact sports team brand equity and purchase intentions.
Data collected from 552 Ghanaian football fans through a non-probability intercept survey.
Relationships analyzed using partial least squares structural equation modeling (PLS-SEM).
Team identification and emotional attachment significantly predict sports team brand equity (STBE).
STBE mediates the relationship between these factors and intentions to purchase merchandise and tickets.
Age moderates the relationship, being stronger among older fans.

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Randomized trial examines how emotional ties affect brand equity and purchasing in Ghanaian football fans, suggesting key marketing strategies.

Kosiba et al. (2026) studied this question.

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Randomized trial examines how emotional ties affect brand equity and purchasing in Ghanaian football fans, suggesting key marketing strategies.