Satellite fans’ team identification, emotional attachment, sports team brand equity, and travel intention: social identity and attachment perspective

This study investigated team identification and emotional attachment on satellite fans’ sports team brand equity and travel intention through the lens of social identity and attachment theories. It utilised a survey research design to gather data from Ghanaian satellite football fans. 552 usable responses were obtained and then analysed using partial least squares structural equation modelling. The findings revealed that team identification and emotional attachment are significant antecedents influencing brand equity. Furthermore, sports team brand equity was found to mediate the relationship between these antecedents and travel intention. The study contributes to the existing literature by integrating the social identity theory (SIT) and attachment theory to analyse satellite fans’ perceptions and behaviours. This approach enhances understanding of the complex relationships between team identification, emotional attachment, sports team brand equity and travel intention, which has theoretical implications for psychology and sports marketing.