Sport team-endorsed brands on Facebook: Effects of game outcome (win/loss), location (home/away) and team identification on fans’ brand evaluations

Abstract

Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification.