The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand...

Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as...

Motivated by increasing supporter involvement in club governance in English football, the paper presents a simple model of a sports league in which club objectives are utility functions defined over profits, win percentages and fan (=supporter) welfare, formalising a seminal suggestion of Sloane...