#5407. We are in this together: sport brand involvement and fans’ well-being

August 2026publication date
Proposal available till 14-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Strategy and Management;
Tourism, Leisure and Hospitality Management;
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More details about the manuscript: Science Citation Index Expanded or/and Social Sciences Citation Index
Abstract:
Research Question: The COVID-19 pandemic has highlighted the need for a transformative perspective on the role of sport brands in promoting fans’ psychological well-being. Drawing upon attachment theory, the current research explores how individuals’ involvement with sport brands may contribute to their psychological well-being in the wake of COVID-19. Research Methods: Data were collected from sport fans (n = 770) in mainland China through an online survey. Machine learning-based model selection algorithms were used to optimize the balance between the predictive power and parsimoniousness of the empirical model. Bayesian structural equation modeling was performed to examine the effects of sport brand involvement (SBI), crisis management performance, and perceived togetherness (PT) on fans’ sense of hope and emptiness.
Keywords:
COVID19; creating shared value; Sport brands; transformative service research; well-being

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