Consumer‐brand relationships in sport: brand personality and identification

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Human Brands in Sport: Athlete Brand Personality and Identification (2013, methodology): “Single-item indicators were used to assess the number of games watched and retail spending (Carlson et al., 2009).”
Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media (2017, background): “, 2009), more frequent use of branded products (Ahearne et al., 2005; Donavan et al., 2006; Carlson et al., 2009), higher spending (Carlson et al.”
Exploring the role of brand identification and brand love in generating higher levels of brand loyalty (2016, background): “For example, Carlson et al. (2009) found a direct link between brand identification and brand loyalty in the car industry, and Kuenzel and Halliday (2008) reached to the same conclusion in sport teams.”