DEVELOPING AND VALIDATING A SCALE TO MEASURE FOOTBALL TEAM LOVE
Previous studies in sports marketing have shown that team love is a key factor influencing loyalty, satisfaction and positive word-of-mouth behaviours. Despite these positive findings, research on team love remains limited, and the concept’s theoretical framework is underdeveloped. The study aims t...
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| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2025-01-01
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| Series: | International Journal of Management Studies |
| Subjects: | |
| Online Access: | https://e-journal.uum.edu.my/index.php/ijms/article/view/14897 |
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