Lee, Pei-Hsuan; Wang, Ching-Wen - In: Review of Pacific Basin Financial Markets and Policies … 13 (2010) 02, pp. 309-332
This study investigates the loyalty-based investment behavior in Taiwan. The link between team associations and loyalty … loyalty and attitudinal loyalty have significant positive effects on fans' investment intentions. Moreover, both attributes … higher influence on investment intentions than attitudinal loyalty does. It is the benefits provided by the team to fans, not …