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Keywords: Sports team love
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Journal Articles
Journal:
SAM Advanced Management Journal
SAM Advanced Management Journal (2026) 91 (1): 142–162.
Published: 27 May 2026
..., this study aims to investigate the impact of sports team love on oppositional brand loyalty, mediated by fan identification and fan community identification. Design/methodology/approach This is a cross-sectional study that used convenience sampling, a non-probability technique to recruit and collect data...
