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If you are not with us, you are against us: the role of sports team identification in driving oppositional brand loyalty through sports team love

Year: 2026

Type: article

Study design: Observational Study

Source: SAM Advanced Management Journal

DOI: 10.1108/samamj-07-2024-0042

Author: David Amani

Institution: The University of Dodoma

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: W7162514595

FWCI:

Cites: 77

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