A1 Journal article (refereed)
How do brand personality, identification, and relationship length drive loyalty in sports? (2016)


Karjaluoto, H., Munnukka, J., & Salmi, M. (2016). How do brand personality, identification, and relationship length drive loyalty in sports?. Journal of Service Theory and Practice, 26(1), 50-71. https://doi.org/10.1108/JSTP-09-2014-0206


JYU authors or editors


Publication details

All authors or editors: Karjaluoto, Heikki; Munnukka, Juha; Salmi, Milja

Journal or series: Journal of Service Theory and Practice

ISSN: 2055-6225

eISSN: 2055-6233

Publication year: 2016

Volume: 26

Issue number: 1

Pages range: 50-71

Publisher: Emerald

Publication country: United Kingdom

Publication language: English

DOI: https://doi.org/10.1108/JSTP-09-2014-0206

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/48357


Keywords: sports; marketing; brands; personality

Free keywords: sports marketing; partial least squares; fan identification; fan loyality; sport brands


Contributing organizations


Ministry reporting: Yes

Reporting Year: 2016

JUFO rating: 1


Last updated on 2023-10-01 at 15:22