Purpose – As an aid to understanding brand image and brand attitude, this paper aims to present an innovative method of capturing qualitative brand associations from very large virtual groups. Design/methodology/approach – From the target market, two familiar brands were selected: one more...

Develops a classification or typology of the sports fan. Specifically, contends that five different types of sports fans exist: temporary, local, devoted, fanatical, and dysfunctional. The need exists to identify the different types of fans due to the inadequacies of past theories to explain the...

In the behavioural science areas of psychology and consumer behaviour, the means‐end value hierarchy model has often been applied to understand individuals’ values structures ‐ in particular, the value of a company’s product/ service offering to its customers. Applying the means‐end...