We are in this together: sport brand involvement and fans’ well-being

Research Question The COVID-19 pandemic has highlighted the need for a transformative perspective on the role of sport brands in promoting fans’ psychological well-being. Drawing upon attachment theory, the current research explores how individuals’ involvement with sport brands may contribute to their psychological well-being in the wake of COVID-19.Research Methods Data were collected from sport fans (n = 770) in mainland China through an...