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How consumers form attitude toward brand collaboration: the case of LEGO ⨯ Formula 1

Year: 2026

Type: article

Study design: Observational Study

Source: International Journal of Sports Marketing and Sponsorship

DOI: 10.1108/ijsms-10-2025-0517

Authors: Tzu-Yun Yeh, Yi-Hsiu Lin, Wen-Cheng Chen, Yung-Chang Yu, Chen-Yueh Chen

Institutions: National Taiwan Sport University, National Taiwan University, Fu Jen Catholic University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7130354567

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Cites: 64

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