Figure 1
On the far left, a rectangle labeled “Perceived Brand Authenticity” appears. Two arrows extend from “Perceived Brand Authenticity”. A diagonal arrow labeled “H 1 a” points upward to a rectangle labeled “Meaning Transfer from President”. A horizontal arrow labeled “H 1 b” points to a central rectangle labeled “Brand Pride”. In addition, a large curved arrow labeled “H 1 c” extends from “Perceived Brand Authenticity” across the bottom of the model and points to the rectangle labeled “Purchase Intention” on the far right. From “Meaning Transfer from President”, two arrows extend. A diagonal arrow labeled “H 2 a” points downward to “Brand Pride”. Another arrow labeled “H 2 b” points to a rectangle labeled “Team Identification” located to the upper right. From “Brand Pride”, three arrows extend toward variables on the right side. A diagonal arrow labeled “H 3 a” points upward to “Team Identification”. A horizontal arrow labeled “H 3 b” points directly to “Purchase Intention”. Another diagonal arrow labeled “H 3 c” points downward to a rectangle labeled “Attitude Toward Sponsor” located in the bottom right. Below “Brand Pride”, a rectangle labeled “Sponsor Fit” appears on the bottom left. Two arrows extend from “Sponsor Fit”. A diagonal arrow labeled “H 4 a ” points upward to “Brand Pride”. Another arrow labeled “H 4 b” points to “Attitude Toward Sponsor”. From “Attitude Toward Sponsor”, two arrows extend. A vertical arrow labeled “H 6 a” points upward to “Team Identification”. A diagonal arrow labeled “H 6 b” points to “Purchase Intention”. From “Team Identification”, a diagonal arrow labeled “H 5” points to “Purchase Intention”.Research model