publication . Article . 2008

FACTORS INFLUENCING BRAND LOYALTY IN PROFESSIONAL SPORTS FANS

Yun-Tsan Lin; Chen-Hsien Lin;
Open Access
  • Published: 01 Jan 2008 Journal: Global Journal of Business Research, volume 2, issue 1, pages 69-84
Abstract
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 area about factors influencing brand loyalty in professional sports fans was identified because these fans bring significant financial benefits every year and stimulate economic growth in the United States. Although different conceptual models seek to explain brand loyalty, many factors influence customer brand loyalty. Different factors may influence brand loyalty in the sports industry as compared...
Subjects
free text keywords: jel:M37
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