..., and financial value, brand love, brand engagement, trust, social influence and its influence on the intention to purchase fan tokens. This study also analyses the generation of positive electronic word-of-mouth (e-WOM) derived from the intention to purchase fan tokens. To achieve the proposed objective...

... study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire. Findings Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates...

... Sports fans Brand love Brand hate Love–hate scale Sports rivalry The relationships between sports fans and their teams are unique, in that they may comprise both powerful feelings of intense love accompanied by fans' passion and loyalty toward their favorite teams and deep feelings of hatred...

...Verónica Baena Purpose – The purpose of this paper is to analyze the role of online and mobile marketing as drivers of brand love. Design/methodology/approach – Data were collected through an online survey during early 2013. A total of 241 valid answered questionnaires were collected...