Loyalty Based Investment
This study investigates the loyalty-based investment behavior in Taiwan. The link between team associations and loyalty has been examined to understand the characteristics of loyalty-based investors. The results revealed that both behavioral loyalty and attitudinal loyalty have significant positive effects on fans' investment intentions. Moreover, both attributes and benefits are significantly and positively related to either aspect of loyalty. In specific, behavioral loyalty has a higher influence on investment intentions than attitudinal loyalty does. It is the benefits provided by the team to fans, not the attributes alone that have strong impacts on loyalty.
Volume (Year): 13 (2010)
Issue (Month): 02 ()
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