Purpose: The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams. Design/methodology/approach: The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of...

The present work analyzes the key factors in the university experience that influence graduates' intention to repeat the same studies and the same institution, given the hypothetical option -- based on hindsight -- of selecting afresh a course and place of study. The work is inspired by the...