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Thus, a new structural model is proposed to analyse the drivers and outcomes of cognitive online brand identification (COBI). This study intends to explore in the sports fashion context (a) the effect of brand prestige and lifestyle congruency on cognitive brand identification, (b) the direct effect of cognitive brand identification on brand advocacy and (c) the indirect effect through brand love. Data were collected using a prolific panel from the United Kingdom and considering individuals that use at least one social media platform to search for and purchase sports fashion clothes ( n\u2009=\u2009304). The findings indicate that online brand prestige and lifestyle congruency are related to COBI and its outcomes. Although the direct relationship between online brand identification and brand advocacy is not significant, brand love mediates this relationship. Thus, a sports fashion customer is able to forgive any mistake and recommend the sports brand to others, and love towards the brand should be part of the process.<\/jats:p>","DOI":"10.1177\/09732586231190267","type":"journal-article","created":{"date-parts":[[2023,10,29]],"date-time":"2023-10-29T06:05:42Z","timestamp":1698559542000},"page":"366-385","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":8,"title":["Love Power: From Identification to Advocacy in Fashion Sportswear in the Social Media Context"],"prefix":"10.1177","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8362-4430","authenticated-orcid":false,"given":"Sandra Maria Correia","family":"Loureiro","sequence":"first","affiliation":[{"name":"ISCTE-Instituto Universit\u00e1rio de Lisboa and BRU-Business Research Unit, Lisbon, Portugal"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4989-5365","authenticated-orcid":false,"given":"\u00c1urea","family":"Rodrigues","sequence":"additional","affiliation":[{"name":"CIDEHUS, University of \u00c9vora, Largo dos Colegiais, \u00c9vora, Portugal"}]},{"given":"Catarina","family":"Martins","sequence":"additional","affiliation":[{"name":"ISCTE-Instituto Universit\u00e1rio de Lisboa and BRU-Business Research Unit, Lisbon, Portugal"}]}],"member":"179","published-online":{"date-parts":[[2023,10,29]]},"reference":[{"key":"bibr1-09732586231190267","volume-title":"Building strong brands","author":"Aaker D.","year":"1996"},{"key":"bibr2-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1086\/429607"},{"key":"bibr3-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1080\/0267257X.2021.2001559"},{"key":"bibr4-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1177\/1356766715604663"},{"key":"bibr5-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-06-2019-2419"},{"key":"bibr6-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1057\/s41262-018-0118-0"},{"key":"bibr7-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2018.01.003"},{"key":"bibr8-09732586231190267","first-page":"1","author":"Arshad S.","year":"2022","journal-title":"Global Business Review"},{"key":"bibr9-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1509\/jm.09.0339"},{"key":"bibr10-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1108\/JPBM-09-2013-0394"},{"key":"bibr11-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1108\/JHTT-12-2017-0136"},{"key":"bibr12-09732586231190267","doi-asserted-by":"crossref","DOI":"10.1016\/j.jretconser.2020.102420","volume":"59","author":"B\u00fcy\u00fckda\u011f N.","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"key":"bibr13-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1080\/19368623.2018.1385434"},{"key":"bibr14-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1177\/09732586211034929"},{"key":"bibr15-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1108\/JFMM-08-2019-0157"},{"key":"bibr16-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2018.03.011"},{"key":"bibr17-09732586231190267","doi-asserted-by":"publisher","DOI":"10.29259\/sijdeb.v3i2.171-192"},{"key":"bibr18-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1111\/j.1467-8551.2006.00500.x"},{"key":"bibr19-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1086\/497549"},{"key":"bibr20-09732586231190267","volume-title":"Brand advocates: Turning enthusiastic customers into a powerful marketing force","author":"Fuggetta R.","year":"2012","edition":"1"},{"key":"bibr21-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1080\/10696679.2017.1389245"},{"key":"bibr22-09732586231190267","doi-asserted-by":"publisher","DOI":"10.1080\/15332667.2019.1664871"},{"key":"bibr23-09732586231190267","doi-asserted-by":"publisher","DOI":"10.2753\/MTP1069-6679190202"},{"key":"bibr24-09732586231190267","volume-title":"A primer on partial least squares structural equation modeling","author":"Hair J. 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