Highlights► The first paper to explore the applicability of the established double jeopardy marketing phenomenon to the sport context. ► High market share team fans possess significantly stronger brand association perceptions and attitudinal loyalty scores than low market share team fans. ► Extends sport literature by offering insights into sport consumer loyalty and the impact of environmental influencers. ► We offer theoretical and practical contributions and direction for future research.
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Doyle et al. (2012) studied this question.
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