Purpose This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships. Design/methodology/approach This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018. Findings First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing. Originality/value This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.

The tribal character of the affective link between football fans and their teams is a well-recognized phenomenon. Other forms of love such as romantic or maternal attachment have previously been studied from a neuroimaging point of view. Here we aimed to investigate the neural basis of this tribal form of love, which implies both the feeling of belongingness and rivalry against opposing teams. A pool of 56 participants was submitted to an fMRI experimental design involving the presentation of winning and losing football moments of their loved, rival or neutral teams. We found recruitment of amygdala and reward regions, including the ventral tegmental area (VTA) and substantia nigra (SN), as well as other limbic regions involved in emotional cognition, for ‘positive vs neutral’ and ‘positive vs negative’ conditions. The latter contrast was correlated with neuropsychological scores of fanaticism in the amygdala and regions within the reward system, as the VTA and SN. The observation of increased response patterns in critical components of the reward system, in particular for positive content related to the loved team, suggests that this kind of non-romantic love reflects a specific arousal and motivational state, which is biased for emotional learning of positive outcomes.

PurposeThe purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).Design/methodology/approachData were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.FindingsThe results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.Originality/valueExtending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.

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The neural basis of dilemmas involving decisions with profound affective impact, such as in romantic life, remains to be understood. The “Battle of the Sexes” is a paradigm from Game Theory that can be used to experimentally address such dilemmas. A form of in-group love, tribal love in football fans, provides the opportunity to study strong affective dilemmas when tribal and romantic love compete for hedonic decision-making. Here, we used for the first time a “Battle of the Sexes” dilemma using fMRI. We investigated, in 44 male football fans, the neural correlates of cooperative behaviour under conflicting choices in the context of romantic versus tribal love. We identified a critical functional segregation of prefrontal regions in affective decision-making. The orbitofrontal cortex signalled emotional appraisal of the dilemma. The medial anterolateral and the ventromedial prefrontal cortices reflected reciprocal cooperation instead of selfish engagement in football-related activities. The lateral portion of anterolateral prefrontal cortex was recruited during ultimate deliberation. In sum, emotional appraisal and rational choice reflected a contiguous functional parcellation in anterolateral prefrontal cortex: appraisal (medial) vs. choice (lateral region).

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Wanting", a component of reward processing, is a motivational property that guides decision making in goal-oriented behavior. This includes behavior aiming at supporting relational bonds, even at the group level. Accordingly, group belongingness works as this motivational property, which is fundamentally different from romantic or maternal love. While primary rewards (or learned associations, such as money) have been largely used to study the conceptual framework associated with "wanting," other cues triggering behavior, such as passionate motives, are less well-studied. We investigated the neural correlates of value estimation of a passion-driven incentive in neuropsychologically defined football fans. We asked the participants (n = 57) to compute the value of football tickets (the cues that trigger passionate behavior in this "tribal love" context). The trials were all different, comprising tickets for different matches. The participants had no restrictions on the amount to be introduced. This enabled a parametric functional magnetic resonance imaging design based on the explicit estimated value given by the participants in a trial-by-trial approach. Using a whole-brain approach (to prevent biased focus on value-related regions), only the activity in the ventral caudate and left anterior insula showed a critical relationship with the reported value. Higher normalized values led to more activity in the striatum and left insula. The parametric map shows that these regions encode the magnitude of incentive by indexing self-relevant value. Other regions were involved in value computation, such as the ventromedial prefrontal cortex, lateral orbitofrontal cortex, and dorsolateral prefrontal cortex, but did not exhibit parametric patterns. The involvement of the nucleus accumbens in value estimation was only found in region of interest-based analysis, which emphasizes the role of the ventral caudate for the presently studied social "reinforcer" cue.

This study explores the importance of environmentally sustainable initiatives in sport (ESIS) for stakeholders in pandemic times. Three topics—climate changes and energy consumption, environmental impact of sports events, and health and well-being—were considered and analysed under three sustainability forms: organisational, community, and individual. A total of 5917 stakeholders (sponsors, employees, and members) of a sports organization realised one online survey. The data gathering process occurred during pandemic times, when every kind of collective sport event was suspended to the general public. The descriptive analysis of the results is provided, and the findings reveal that health and well-being is the most valorised topic by members and employees, in a sustainable individual form. On the other hand, sponsors manifest their interest mainly in a sustainability organisational and community forms.