An analysis of the perception of brand equity among members and non-members of football teams and its influence on behavioural intentions

• Main Authors: Yves Miranda (Author), Carlos Augusto Mulatinho de Queiroz Pedroso (Author), Marcos Antonio Barros Filho (Author), Rui Biscaia (Author), Amélia Brandão (Author)
• Format: Book
• Published: Desafio Singular, 2023-03-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

A strong brand has been identified as a long-term success factor. Still, there is a gap in the perception of different types of fans about the brand equity dimensions of football teams and how their dimensions influence loyalty in the Brazilian context. The purpose of the present study was to analys...