Phua, Joe; Pan, Po-Lin; Chen, Kuan-Ju - In: Online Information Review 42 (2018) 4, pp. 438-450
Purpose: Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by...