THE ROLE OF FAN IDENTIFICATION ON THE RELATIONSHIP BETWEEN SPORTS LEAGUE BRAND ASSOCIATIONS AND PSYCHOLOGICAL COMMITMENT
Abstract
The purpose of this study is to test multi-items sports league brand associations in the leagues that are structured as open competition format and to investigate the mediating role of league fan identification on the relationship between league brand associations and psychological commitment. Proposed relationships were measured by structural equation modelling. Six brand association dimensions were identified. It was also found that league fan...
Paper Details
Title
THE ROLE OF FAN IDENTIFICATION ON THE RELATIONSHIP BETWEEN SPORTS LEAGUE BRAND ASSOCIATIONS AND PSYCHOLOGICAL COMMITMENT
Published Date
Dec 3, 2020
Volume
6
Issue
9
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