Determinants and Outcomes of Brand Love In The World of Football

The article looks at the role of love for a football club's brand in building loyalty, word-of-mouth (WOM), and the intention to buy the club's merchandising. The results show that brand identification and perceived brand value are determinants of brand love and brand satisfaction. In turn, brand prestige and brand satisfaction are antecedents of brand love. Finally, brand love positively influences merchandising purchase intention, loyalty, and WOM.