Moura, Bruno Melo; de Souza-Leão, André Luiz Maranhão - In: Innovation & Management Review 17 (2020) 3, pp. 251-266
Purpose - The National Football League (NFL), the most lucrative sports league in the world, has its second largest … consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL … social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated …