| Loureiro, Ruediger, and Demetris (2012) explains that to love a brand, consumers need to be attached to it, that is to feel that the brand is irreplaceable and would miss it when they do not have the brand. The objective of this study will be to measure how sports fans' affection to their respective team can influence their loyalty to a certain brand. It will also focus on identifying strong relationships that can make an individual loyal to the brand and explore how management strategies could help to develop emotional attachment to brand on sports fans. In accordance, the purpose of this study will be to develop proposed a marketing and management model that will suggest an increase of brand attachment towards sports organizations. This study includes 413 sports consumers. To analyze the collected that and to be able to develop conclusion based on data the Partial Least Square- Structural Equation Model (PLS-SEM), Hierarchical Components Models (HMCs) and Multi Group Analysis were conducted. This study successfully measured a model that integrated social identity and attachment theory to the theory of planned behavior to show the antecedents and consequences of emotional attachment and how emotionally attached customers will be loyal to the brand. |
