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Participants (<jats:italic>n<\/jats:italic>=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Results revealed a significant main effect for game outcome (win\/loss), and a significant interaction effect between game outcome (win\/loss) and game location (home\/away). Team identification also mediated between game outcome (win\/loss) and game location (home\/away) to influence brand attitude, but not purchase intention.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands\u2019 advertising strategies were discussed. 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