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Yonghwan Chang, Yong Jae Ko and Brad D. Carlson

consumers to expend more time and cognitive resources and to retrieve more past experiences ( Chang & Ko, 2018 ), thereby making experimental stimuli related to the gift feel more important, relevant, meaningful, valuable, and beneficial ( Zaichkowsky, 1985 ). As such, situational variables could manipulate

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Matthew Katz, Bob Heere and E. Nicole Melton

influence of club image and fans’ motives . European Sport Management Quarterly, 6 , 1 – 22 . doi: 10.1080/16184740600799154 Belk , R.W. ( 1975 ). Situational variables and consumer behavior . Journal of Consumer Research, 2 , 157 – 164 . doi: 10.1086/208627 Berger , J. , & Heath , C. ( 2007