Abstract
The purpose of this study is to test multi-items sports league brand associations in the leagues that are structured as open competition format and to investigate the mediating role of league fan identification on the relationship between league brand associations and psychological commitment. Proposed relationships were measured by structural equation modelling. Six brand association dimensions were identified. It was also found that league fan identification is a critical psychological connection in the development of psychological commitment of league consumers to a sports league, and a mediator between the brand association of nostalgia, escape, and peer group acceptance and psychological commitment. Article visualizations:
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