"Winning isn't everything": A quantitative study on the effect of a football team's performance on attendance intentions in Allsvenskan
Purpose: The purpose of this study was to examine consumer-brand relationships in the context of football, focusing on how team performance influences fans’ behavioral intentions in Allsvenskan. It further explored how this relationship is shaped by team identification and fans own perceptions about themselves and their teams. Research Question: What is the impact of a football team’s poor perfor
