Abstract:Purpose: This study sought to identify the influence of satisfaction, loyalty, subjective norms, and team image on fans’ purchase intention for products in the team colors.Methods: A survey was conducted with 301 soccer fans, and the results were analyzed with PLS.Findings: The results suggest that the more satisfied a fan is with the team, the greater the influence of the opinion of third parties on them and the greater their loyalty to the team, and hence a greater intention to purchase products in the team’… Show more
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