Table A1 Items, factor loadings,...

Table A1

Items, factor loadings, Z-Values, CFA item statistics and correlation matrix

Variables/Items		Factor loading	Z-value	CR	AVE
Original items	Final wording items
Fan Identity	Esports Fan Identity			0.86	0.61
I consider myself to be a real fan of the F1	I consider myself to be a real eSports fan	0.713	14.91
Being a fan of the F1 is very important to me	Being an eSports fan is very important to me	0.867	19.76
I would experience a feeling of “loss” if I had to stop being a fan	I would experience a feeling of “loss” if I had to stop being a fan	0.812	17.90
I want others to know I'm a fan of the team	I want others to know that I'm an eSports fan	0.719	15.06
Brand Identity	Brand Fan Identity			0.93	0.76
I am very interested in what others think about my car brand	I'm very interested in what others say about LG	0.762	16.76
When someone praises my car brand, it feels like a personal compliment	When someone praises LG, it feels like a personal compliment	0.906	21.95
This car brand's success is my success	LG's success is my success	0.923	22.67
When someone criticizes the race, it feels like a personal insult	When someone criticizes LG, it feels like a personal insult	0.883	21.03
Event Attachment	Esports Event Attachment			0.92	0.73
I feel a strong sense of belonging to the Interamnia World Cup as event	I feel a strong sense of belonging to the FPF Open Challenge as event	0.847	20.64
I am very attached with the Interamnia World Cup	I am very attached with the FPF Open Challenge	0.922	22.57
I enjoy the Interamnia World Cup more than any other similar event	I enjoy the FPF Open Challenge more than any other similar event	0.775	17.11
I strongly identify with this destination	I strongly identify with the FPF Open Challenge	0.847	19.60
Sponsor-Brand Attitudes	Sponsor-Brand Attitudes			0.96	0.84
I like NASCAR sponsors because it sponsors NASCAR	I like LG because it sponsors the FPF Open Challenge	0.924	22.80
I feel more favorable toward NASCAR sponsors because they sponsor NASCAR	My attitude toward LG is more favorable because it sponsors the FPF Open Challenge	0.897	21.66
I feel better about NASCAR sponsors' products and/or services because they sponsor NASCAR	I feel better about LG products because it sponsors the FPF Open Challenge	0.927	22.94
When choosing brand and retailers, I choose those that are NASCAR sponsors	When choosing a brand, I choose LG because it sponsors the FPF Open Challenge	0.923	22.82
Original Behavioral Intentions Items Word-of-Mouth Recommendation	Behavioral Intentions Event Word-of-Mouth			0.92	0.80
I will tell my friends and/or family how much I enjoyed the 2012 Interamnia World Cup	I'm likely to tell for other people how much I enjoyed the FPF Open Challenge	0.910	21.99
I recommend the Interamnia World Cup to my friends and family	I will recommend the FPF Open Challenge to others	0.909	21.95
I recommend [Firm's name] to someone seeking my advice	I recommend the FPF Open Challenge to someone seeking my advice	0.858	20.00
Brand Purchase Intention	Brand Purchase Intention			0.96	0.90
I consider buying sponsor's products in the future	I consider to buy LG products in the future	0.956	24.39
I will try to buy sponsor's products in the future	It is likely that I will try to buy LG products after this event	0.950	24.12
I will buy sponsor's products in the future	I intend to buy new LG products	0.936	23.50

Variables/Items		Factor loading	Z-value	CR	AVE
Original items	Final wording items
Fan Identity	Esports Fan Identity			0.86	0.61
I consider myself to be a real fan of the F1	I consider myself to be a real eSports fan	0.713	14.91
Being a fan of the F1 is very important to me	Being an eSports fan is very important to me	0.867	19.76
I would experience a feeling of “loss” if I had to stop being a fan	I would experience a feeling of “loss” if I had to stop being a fan	0.812	17.90
I want others to know I'm a fan of the team	I want others to know that I'm an eSports fan	0.719	15.06
Brand Identity	Brand Fan Identity			0.93	0.76
I am very interested in what others think about my car brand	I'm very interested in what others say about LG	0.762	16.76
When someone praises my car brand, it feels like a personal compliment	When someone praises LG, it feels like a personal compliment	0.906	21.95
This car brand's success is my success	LG's success is my success	0.923	22.67
When someone criticizes the race, it feels like a personal insult	When someone criticizes LG, it feels like a personal insult	0.883	21.03
Event Attachment	Esports Event Attachment			0.92	0.73
I feel a strong sense of belonging to the Interamnia World Cup as event	I feel a strong sense of belonging to the FPF Open Challenge as event	0.847	20.64
I am very attached with the Interamnia World Cup	I am very attached with the FPF Open Challenge	0.922	22.57
I enjoy the Interamnia World Cup more than any other similar event	I enjoy the FPF Open Challenge more than any other similar event	0.775	17.11
I strongly identify with this destination	I strongly identify with the FPF Open Challenge	0.847	19.60
Sponsor-Brand Attitudes	Sponsor-Brand Attitudes			0.96	0.84
I like NASCAR sponsors because it sponsors NASCAR	I like LG because it sponsors the FPF Open Challenge	0.924	22.80
I feel more favorable toward NASCAR sponsors because they sponsor NASCAR	My attitude toward LG is more favorable because it sponsors the FPF Open Challenge	0.897	21.66
I feel better about NASCAR sponsors' products and/or services because they sponsor NASCAR	I feel better about LG products because it sponsors the FPF Open Challenge	0.927	22.94
When choosing brand and retailers, I choose those that are NASCAR sponsors	When choosing a brand, I choose LG because it sponsors the FPF Open Challenge	0.923	22.82
Original Behavioral Intentions ItemsWord-of-Mouth Recommendation	Behavioral IntentionsEvent Word-of-Mouth			0.92	0.80
I will tell my friends and/or family how much I enjoyed the 2012 Interamnia World Cup	I'm likely to tell for other people how much I enjoyed the FPF Open Challenge	0.910	21.99
I recommend the Interamnia World Cup to my friends and family	I will recommend the FPF Open Challenge to others	0.909	21.95
I recommend [Firm's name] to someone seeking my advice	I recommend the FPF Open Challenge to someone seeking my advice	0.858	20.00
Brand Purchase Intention	Brand Purchase Intention			0.96	0.90
I consider buying sponsor's products in the future	I consider to buy LG products in the future	0.956	24.39
I will try to buy sponsor's products in the future	It is likely that I will try to buy LG products after this event	0.950	24.12
I will buy sponsor's products in the future	I intend to buy new LG products	0.936	23.50

Correlation matrix
	1	2	3	4	5	6
1. Esports Fan Identity	1.00
2. Brand Fan Identity	0.14	1.00
3. Esports Event Attachment	0.54	0.24	1.00
4. Sponsor-Brand Attitude	0.24	0.31	0.53	1.00
5. Event Word-of-Mouth	0.41	0.14	0.52	0.27	1.00
6. Brand Purchase Intention	0.20	0.19	0.29	0.48	0.32	1.00

Correlation matrix
	1	2	3	4	5	6
1. Esports Fan Identity	1.00
2. Brand Fan Identity	0.14	1.00
3. Esports Event Attachment	0.54	0.24	1.00
4. Sponsor-Brand Attitude	0.24	0.31	0.53	1.00
5. Event Word-of-Mouth	0.41	0.14	0.52	0.27	1.00
6. Brand Purchase Intention	0.20	0.19	0.29	0.48	0.32	1.00

Note(s): No correlations failed the AVE test of discriminant validity; p < 0.01; χ²(192) = 478.06 (p < 0.001), χ²/df = 2.49, TLI = 0.95, CFI = 0.96, NFI = 0.94, GFI = 0.90, RMSEA = 0.06

Source(s): Authors own creation

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