... 05 2026 08 06 2026 © Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only These findings are directly relevant to sport fans, who may overvalue tickets, display strong loss aversion in loyalty contexts and misjudge control in gambling or betting...

... loyalty, increasing alienation or even the exit of soccer fans. The existing state of research on the subject is incomplete and characterized by contradictions. Against this background, this study examines the relationship between German soccer fans and their favorite clubs, with a particular focus...

... demonstrate that participating in gamified FS experiences increases sport usage while not harming general sport practice. Furthermore, FS participation increases consumption capital as well as sport fans' loyalty and word of mouth (WOM) towards the league brand. Building on the results, league brands should...

... a conceptual base of advocacy, trust and loyalty. Findings The identified drivers include both institutionally influenced factors and factors related to season ticket holder behaviors/demographics. The season ticket holder is arguably the highest level of fan for any sports organization from an affinity...

...Kyu-soo Chung; Christopher Brown; Jennifer Willett Purpose The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty. Design...

... with the membership, understood as the degree of agreement or compliance with the inscription in the sport centre. Item “Do you feel you are achieving your goals?” is interpreted as satisfaction with the fulfilment of objectives. Satisfaction Repurchase intention Loyalty Fitness Physical activity...