THE EFFECTS OF MATCH-VIEWING EXPERIENCE, BRAND PERCEPTION AND BRAND EMOTION ON FANS' INTENTION TO SUSTAIN CONSUMPTION BEHAVIOUR IN THE CHINESE PROFESSIONAL BASKETBALL LEAGUE

Abstract This study examines the impact of viewing experience, brand perception, and brand emotion on fans’ sustained consumption intentions in the Chinese Basketball Association (CBA). Using the S-O-R framework and structural equation modeling, findings reveal that viewing experience positively influences brand perception (β=0.65) and brand emotion (β=0.76), with brand emotion showing a stronger mediating effect (indirect effect=1.049). Emotional engagement is critical for fostering fan loyalty, as positive experiences enhance brand awareness, strengthen emotional ties, and drive repeat viewing and promotional behaviors. Recommendations include modernizing facilities, enriching in-game interactivity, offering personalized services, and leveraging AI and big data for improved ticketing and fan insights. Strengthening branding through storytelling, cross-industry collaboration, and social media engagement can further enhance emotional resonance. This study provides actionable insights for CBA and similar leagues to boost fan engagement and market position through innovation and emotional connection.