Purpose A conceptual confusion has evolved in brand hate (BH) research mainly due to
multiple conceptualizations, models and constructs in the field. As such, there is an urgent …

Purpose Sponsorship has become an important marketing activity. However, research on
the topic treats the sponsorship context, characterized according to the type of sponsored …

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have
increasingly received scholarly attention, the literature is rather disparate. Based on identity …

Purpose The purpose of this research is to develop a more precise evaluation of sport
sponsorship efficiency in participant-based sport, by investigating the specific aspects of …

Emotion impacts fans' information processing and evaluation of sport sponsors. This paper
examines the emotion of schadenfreude (joy at others' misfortune) within rivalry contests …

Sports fans participate in supporting sports teams by demonstrating various attitudinal
behaviors such as loyalty, purchase intention, and stadium attendance. However, although …

Purpose The aim of this paper is to investigate the interaction effect that sponsor-team
congruence and team fan (home/rival team) have on the influence of different types of sports …

Purpose Oppositional brand loyalty (OBL) has become widespread and has thus received
growing scholarly attention in recent years. Although opposition behaviors have distinct …

Identification with a sports team can represent an important component of a person's self-
concept. Through sponsorship, brands attempt to leverage their affiliation with sports teams …

It is becoming increasingly common for consumers to express oppositional loyalty, but the
question that does this behavior further influences brand identification remains unexplored …