Review
Open access
Sep 2026
Understanding actor engagement through psychological ownership: a multi-sport brand perspective
Consumers commonly engage with multiple brands in a given product category, yet current engagement theory overlooks the psychological mechanisms behind how these simultaneous relationships influence consumer behaviour. In particular, how engagement with one brand affects engagement with another has rarely been exam...
Harrison de Picot, Jodie Conduit, Steve Goodman et al.
· Journal of service theory an... · 0 citations