LAUSR

The purpose of this study was to identify key emotions associated with professional sport team brands and to develop a valid, reliable scale to measure the recall of these emotions. A pool of 30 potential emotions was drawn through a content analysis, a qualitative study (n = 67), frequency analysis (n = 560), and categorization process. The identified emotions were subjected to an exploratory factor analysis (n = 260) and confirmatory factor analysis (n = 286). The emotion recall scale consists of 24 emotions representing 7 dimensions: connectedness, elation, competitiveness, surprise, anger, unhappiness, and worry. The authors offer evidence of internal consistency of the scale and convergent, discriminant, and criterion validity evidence. Theoretical and practical implications are discussed.