Please use this identifier to cite or link to this item: http://hdl.handle.net/11328/4352
Title: Communicating the value of fan identity in the sport industry: Commentary on consumer neuroscience possible research ideas
Authors: Cayolla, Ricardo
Keywords: Consumer behavior
Brand strength
Negativity bias
Emotions
Issue Date: 19-Jul-2022
Publisher: Human Kinetics
Citation: Cayolla, R. (2022). Communicating the value of fan identity in the sport industry: Commentary on consumer neuroscience possible research ideas. International Journal of Sport Communication, (Published Online: 19 Jul 2022), 1-5. https://doi.org/10.1123/ijsc.2022-0083. Repositório Institucional UPT. http://hdl.handle.net/11328/4352
Abstract: The sport industry has an enormous influence on today’s society, and the various media platforms and stakeholders have a considerable share of that influence. Sport communication has an essential part in that impact. The strong identification consumers create and develop with sports brands has a huge meaning in their lives. In the sphere of consumer neuroscience, there are few studies on the sport industry. This commentary launches possible research ideas, namely about the importance of brand strength in consumers’ minds, as well as the true impact that consumer identification (i.e., fan identity) has on the sport industry.
URI: http://hdl.handle.net/11328/4352
ISSN: 1936-3907 (Electronic)
Appears in Collections:REMIT – Artigos em Revistas Internacionais / Papers in International Journals

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