Purpose: This paper aims to outline the role of brands as relationship builders and to offer a better understanding of the recent developments and key literature in the area of consumer–brand relationships.Design/methodology/approach: This paper is an editorial based mainly on a literature review on consumer–brand relationships. It uses the sentiment range and passion intensity to position various brand relationship constructs. This work follows the same bibliometric-analysis approach used by Fetscherin and Heinrich (2014) and looked for publications in the Web of Science on brand relationships, with reference to Fournier’s (1998) seminal work and data collected for the period between January 2010 and November 2018.Findings: First, this work presents the key consumer–brand relationship terms and positions the work on brand love, brand like, brand hate, brand dislike and brand indifference. In addition, the bibliometric analysis offers a number of insights into the current state of the academic research in the area of consumer–brand relationships, including a clear indication that the research on consumer–brand relationships is increasing.Originality/value: This work and the whole special issue together help in the understanding of brands as relationship builders, clearly explaining the continuum from strong positive or negative relationships with brands to no relationship with brands and the current state of research in the area.

Environmental sustainability is an imperative topic in contemporary business-related research, aiming to understand and predict how individuals' environmentally friendly behaviors can be encouraged. This research aims to empirically examine the relationship between individuals' pro-environmental attitude and pro-environmental behavior; and to compare two groups of individuals that encompass emotional and cognitive links to environmental sustainability: emotionally involved sport fans and socially conscious university students. Two studies, involving more than 1400 respondents, were conducted. Study 1 uses structural equation modelling (SEM) to test the relationship between consumers' environmental attitudes and environmental behaviors. Study 2 uses SEM multigroup analysis to compare the attitudes and behaviors of sport fans and university students. The results showed that participants’ pro-environmental attitude had a positive and significant effect on pro-environmental behavior. The type of consumer plays an important role in strengthening the relationship between pro-environmental attitude and pro-environmental behavior. Despite the higher average levels of pro-environmental attitude and pro-environment behavior evidenced by the sport fans, the influence of attitude on behavior is higher on socially conscious students, the group with a more cognitive and intrinsic link with the natural environment and sustainability initiatives. Despite the positive link attitudes-behaviors, empirical insights suggest that the connection between sport fans and the club is vital to reinforce the commitment with a stronger match between attitudes and behaviors. The findings also have implications for practitioners and policymakers in optimizing their strategies to encourage effective pro-environmental actions.

Purpose: The purpose of this research is to examine fans' perceptions of pro-environmental sustainability initiatives promoted by a professional sport club and the ensuing effects on a triple bottom line (TBL) approach (i.e. fans' socially, environmentally and economically favourable behaviours).Design/methodology/approach: Data were collected in two different steps using an online self-administered questionnaire (n1 = 1,043; n2 = 2,167) distributed to fees-paying members registered in the club's database. The analysis was carried out though structural equation modelling.Findings: The results indicate good psychometric properties of the scale used to measure fans' perceptions of a club's pro-environmental sustainability initiatives (perceptions of pro-environmental sustainability initiatives in sports; p-PESIS). Additionally, there is a positive effect of p-PESIS on fans' social behaviours as well as on their daily environmental actions. Furthermore, p-PESIS also shows a positive effect at improving fans' economic activities towards the club.Originality/value: Extending previous research, the authors tested a scale to measure fans' responses to pro-environmental sustainability initiatives in sport and examined their links to the TBL dimensions. Pro-environmental sustainability initiatives in sport benefit not only the club itself (by reinforcing fans' activities with the club) but also society as a whole, as it can promote fans' conscientiousness and likelihood to behave in environmentally and socially favourable ways.

The tribal character of the affective link between football fans and their teams is a well-recognized phenomenon. Other forms of love such as romantic or maternal attachment have previously been studied from a neuroimaging point of view. Here we aimed to investigate the neural basis of this tribal form of love, which implies both the feeling of belongingness and rivalry against opposing teams. A pool of 56 participants was submitted to an fMRI experimental design involving the presentation of winning and losing football moments of their loved, rival or neutral teams. We found recruitment of amygdala and reward regions, including the ventral tegmental area (VTA) and substantia nigra (SN), as well as other limbic regions involved in emotional cognition, for ‘positive vs neutral’ and ‘positive vs negative’ conditions. The latter contrast was correlated with neuropsychological scores of fanaticism in the amygdala and regions within the reward system, as the VTA and SN. The observation of increased response patterns in critical components of the reward system, in particular for positive content related to the loved team, suggests that this kind of non-romantic love reflects a specific arousal and motivational state, which is biased for emotional learning of positive outcomes.

This study explores the importance of environmentally sustainable initiatives in sport (ESIS) for stakeholders in pandemic times. Three topics—climate changes and energy consumption, environmental impact of sports events, and health and well-being—were considered and analysed under three sustainability forms: organisational, community, and individual. A total of 5917 stakeholders (sponsors, employees, and members) of a sports organization realised one online survey. The data gathering process occurred during pandemic times, when every kind of collective sport event was suspended to the general public. The descriptive analysis of the results is provided, and the findings reveal that health and well-being is the most valorised topic by members and employees, in a sustainable individual form. On the other hand, sponsors manifest their interest mainly in a sustainability organisational and community forms.

Football fans are consumers with a special behaviour with their football club brand. Football is the most popular sport in the world. Demographically, organisations worldwide are becoming increasingly homogeneous. The main aim of this study is to explore why football fans are willing to do some kind of sacrifices in order to continue their relationship with their preferred club brand. Therefore, 97 telephone interviews (from a list of 123 potential respondents) were conducted with entrepreneurs, managers, students, lawyers, retired, employees (public and private), professors, athletes, coach. Participants were contacted in accordance with the procedures of snowball sampling type starting with finding the perpetrators of personal contacts that fit the profile request for the study: the main criterion of the integral elements of this first study is to be people who really like football, people who have the willingness to make sacrifices for the sake of their relationship with the football club brand and team. The findings of the first study reveal four major facets: passion/soul, be different, leave all behind, personal risk. The study contributes to knowledge in marketing field, as well as provides insights to brand managers.