The research looks at three different items that can influence the image: brand fit, brand involvement and popularity of the sport. ... "The firm-related side of brand equity emphasizes such brand-related outcomes as relative price and market share, whereas customer based brand equity appears to hinge at its core on psychological associations with the brand " (Keller, 1993). ... The result is that consumers who are emotionally branded to a brand will stay loyal, repeat purchase or cross-purchase, recommend the brand to others and only settle for that brand. ... Brand Involvement and Brand Fit...

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