Chiu, Weisheng; Won, Doyeon - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 3, pp. 243-259
the investment model and seeks to predict consumers’ repurchase intention. Design/methodology/approach – Data from a … results support the investment model’s hypothesis that brand commitment is weakened by the quality of alternative options but … consumers’ repurchase intention. Originality/value – Using the investment model of commitment processes, the study provides …