Document Type
Conference Proceeding
Publication Date
2022
Abstract
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?
Recommended Citation
Grayson, Kristy C. DBA; Kamachi, Katie PhD; and Olsen, David PhD, "Brand Love and Purchase Intention: Does a Sports Team Name Matter?" (2022). Association of Marketing Theory and Practice Proceedings 2022. 22.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/22
