Brand Lovemarks Scale of Sport Fans

Avichai Shuv-Ami, Demetris Vrontis, Alkis Thrassou

    Research output: Contribution to journalArticlepeer-review


    This study developed and tested a new Lovemarks scale that can measure market positions representing love and respect for a sport team or club. Based on exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and nomological network analysis, the research establishes the validity and reliability of the scale for football and basketball teams. This Lovemarks scale for sport teams represents the marketing brand equity for sponsors, advertising, merchandising etc. and provides a new way to classify sport spectators; the “Lovemarks Fans”; “Performance & Quality Fans”; “Fads Spectators”; and “Spectators”.

    Original languageEnglish
    Pages (from-to)1-18
    Number of pages18
    JournalJournal of Promotion Management
    Publication statusAccepted/In press - 20 Sept 2017


    • attitude
    • basketball
    • brand
    • fans
    • football
    • love
    • Lovemarks
    • loyalty
    • price premium
    • promotion
    • respect
    • spectators identity
    • sport club


    Dive into the research topics of 'Brand Lovemarks Scale of Sport Fans'. Together they form a unique fingerprint.

    Cite this