My research group is currently working on the topic. We have collected data from social media comming from the main clubs in Spain (Barcelona, Real Madrid, Atlético). We would like to gather some data from a survey. Currently, we are building the scales.
See:
Rossiter, J. R. (2012). A new C-OAR-SE-based content-valid and predictively valid measure that distinguishes brand love from brand liking. Marketing Letters, 23(3), 905-916.
You will find these measures quicker and far more valid than simplistic Likert-scales.
Article A new C-OAR-SE-based content-valid and predictively valid me...
Thanks Abdullah Awad Alhaddad Let's see how it works. Spanish football clubs generate PASSION all over the world.
A possible variable that connects (brand love) with any other variable
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