... of commercialization have had a negative impact on fans’ emotional relationship with soccer. The results show that although fans are becoming emotionally alienated from soccer in general due to commercialization, they remain loyal to their club. Coelho and Tiesler (2007) also attribute the absence of fans...

... in and perceptions of the value and benefits of public goods (Gladden and Funk, 2002). Residents’ positive emotions elicited from a strong sense of community enhance perceptions of community pride (Bob and Swart, 2009 ; Eckstein and Delaney, 2002). Accordingly, if local sport team’s emotionally valued community...

... to enhance brand equity. This study aimed to examine the influence of consumers’ involvement, emotions, and attitude toward Beijing Olympic Games on the branding effects of the event. Design/methodology/approach Participants (N=556) were university students in China who had watched at least some...