Clothes Make the Fan: The Effect of Team Merchandise Usage on Team Identification, Fan Satisfaction and Team Loyalty
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DOI: 10.1080/24704067.2018.1531354
Abstract: Abstract Why do sport managers invest in merchandising activities and how do those activities affect sport fans’ behavior? In this article, we analyze the relevance of team merchandise usage to fan behavior determinants. We survey… read more here.
Keywords: team; merchandise usage; team merchandise; team identification ... See more keywords