FACTORS INFLUENCING BRAND LOYALTY IN PROFESSIONAL SPORTS FANS

Article OPEN
Yun-Tsan Lin; Chen-Hsien Lin;
(2008)
  • Journal: Global Journal of Business Research,volume 2,issue 1,pages69-84
  • Subject:
    • jel: jel:M37

Many researchers have provided comprehensive definitions for the term of brand loyalty and also examined the factors affecting brand loyalty with many empirical studies. But there is little research focusing on the brand loyalty of professional sports fans. The topic ar... View more
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