Interactions among brand credibility, brand affect and brand behavioural intentions in professional sports teams: the moderation role of brand affect and live stadium attendance
The purpose of this study was to investigate the effect of brand credibility and brand affect on behavioural intentions of professional sports team consumers toward their teams, and also investigating the moderating role of their brand affect level, live attendance frequency in stadium and gender o...
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| Format: | Article |
| Language: | English |
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Nicolaus Copernicus University in Toruń
2021-02-01
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| Series: | Quality in Sport |
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| Online Access: | https://apcz.umk.pl/QS/article/view/33085 |