Investigating the Effect of Brand Attachment on Positive Word-of-Mouth for the Favorite Team and Violence against the Rival Team on Social Media: The Mediating Role of Loyalty

Purpose: This study investigated the effect of brand attachment on positive word-of-mouth for the favorite team and violence against the rival team on social media, with loyalty as a mediator. Methodology: The population comprised Sports Sciences students at Shiraz University (n=۳۵۰). Validated and localized questionnaires (Cronbach's α > ۰.۸) measured brand attachment, loyalty, positive word-of-mouth, and violence toward the rival team. Findings: Brand attachment directly affected loyalty. Through loyalty, it significantly influenced both positive word-of-mouth for the favorite team and violence against the rival team on social media. Conclusion: Enhancing brand attachment increases fan loyalty. Loyal fans promote the favorite team positively but may also show violence toward the rival team on social media.

کلیدواژه ها:

Brand Attachment ، Brand Loyalty ، Positive Word-of-Mouth ، Violence against Rival Team