Trail, Galen T.; James, Jeffrey D.; Kwon, Hyungil; … - In: International Journal of Sports Marketing and Sponsorship 17 (2016) 2, pp. 94-109
Purpose – The purpose of this paper is to test Oliver’s two-dimension (fortitude and community/social support) product loyalty framework. Design/methodology/approach – Oliver categorized each of the two dimensions into high and low, creating a two-by-two framework: low fortitude and...