Karjaluoto, Heikki; Munnukka, Juha; Salmi, Milja - In: Journal of Service Theory and Practice 26 (2016) 1, pp. 50-71
Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on...