International activities of football clubs, fan attitudes, and brand loyalty

Maderer, Daniel; Holtbrügge, Dirk

doi:10.1057/s41262-018-0136-y

Cited by 25 publications

(23 citation statements)

References 50 publications

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“…Attributes have more significant impacts on attitudinal loyalty than benefits to behavioral loyalty. This result is in line with the literature that reveals that fans tend to create attitudinal loyalty from the attributes of their professional sports team as the impact of internationalization (Maderer & Holtbrugge, 2018). Whilst, due to geographic distance, overseas fans prefer continuously supporting their favourite team because of benefits offered which eventually create behavioral loyalty (Durmaz et al, 2018).…”

Section: Discussionsupporting

confidence: 88%

Fan Loyalty Toward International Football Team: The Role of Brand Image

Irianto¹,

Kartikasari²

2020

IJABR

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The study of fan loyalty in sports marketing mostly is focused on spectator attachment and brand athlete. However, lack of studies examines the fan loyalty formulation toward the international team using brand image. This study aims to examine the influence of two brand image dimensions (attributes and benefits) in creating fan loyalty toward the international team. This study applies the covariance-based structural equation model for analyzing the data. The sample consists of 335 international team football fans in Indonesia. These results reveal that both attributes and benefits are pivotal factors in influencing attitudinal loyalty as well as behavioral loyalty. Further, the result shows that the effect of attributes on attitudinal loyalty is higher compared to behavioural loyalty. These findings extend the existing knowledge on the relationship between brand image and customer loyalty in a sports context and provide useful implications for practitioners to retain their fan loyalty.

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Section: Discussionsupporting

confidence: 88%

Fan Loyalty Toward International Football Team: The Role of Brand Image

Irianto¹,

Kartikasari²

2020

IJABR

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“…Istilah -loyalitas penggemar‖ mengacu pada output dari konsistensi dan dedikasi untuk mendukung dan menunjukkan komitmen kepada tim (Johnston, 2004). Secara khusus, literatur pemasaran olahraga saat ini menggambarkan karakteristik loyalitas penggemar dalam tiga pendekatan, yaitu kognitif, sikap, dan perilaku (Maderer & Holtbrügge, 2019). Perilaku supporter berbeda dengan pecinta olahraga (Anam & Supriyadi, 2018).…”

Section: Kajian Teoritis Loyalitas Supporterunclassified

Pengaruh Loyalitas dan Fanatisme Supporter pada Klub terhadap Keputusan Pembelian Merchandise Orisinal: Studi pada Supporter Persela Lamongan

Khomsiyah

Sanaji

2021

JMP

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This study aims to investigate the effect of loyalty and fanaticism on supporters’ loyalty in purchasing original merchandise. Fanaticism was proposed to mediate the effect of loyalty on purchase. About 100 samples from supporters of Persela Lamongan football club were used to test the proposed model. Data were collected by questionnaire and tested its validity and reliability. We apply Partial Least Square (PLS) method to test the hypothesis. Based on the research results, it could be concluded that fanaticism did not affect purchasing decisions. Meanwhile, it had been proven that supporter loyalty had a positive effect on fanaticism, supporter loyalty had a significant positive effect on purchasing decisions. It means that fanaticism was not able to strengthen the influence of supporter loyalty on purchasing decisions.

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“…Clubs today already employ international marketing, brand and sponsorship strategies (e.g. Maderer and Holtbr€ ugge, 2018), engage in international social media activities (e.g. Parganas et al, 2015) and employ foreign star players (e.g.…”

Section: Diversification In Professional Footballmentioning

confidence: 99%

Financial performance and corporate diversification strategies in professional football – evidence from the English Premier League

Holzmayer

Schmidt

2020

SBM

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PurposeProfessional football clubs have increasingly initiated two corporate diversification strategies to enfold growth opportunities besides traditional income sources: business diversification and international diversification. Empirical findings from management and sport management literature provide inconclusive evidence on these strategies' financial performance effects, necessitating further research. The purpose of this article is therefore to investigate how both corporate diversification strategies affect the financial performance of professional football clubs.Design/methodology/approachA 15-year panel data set of English Premier League (EPL) clubs is examined, many of which have employed corporate diversification strategies. Measures for related business diversification (RBD) and unrelated business diversification (UBD) as well as international diversification are established from management literature. Based on fixed effects regression models, their effects on clubs' revenues and profitability are then examined.FindingsU-shaped effects from RBD on revenues and profitability are found, but no effects from UBD. These findings empirically support the theoretically appealing superiority of RBD over UBD and, with increasing levels of RBD, over a focused strategy in management literature. With international diversification, an inverted U-shaped effect on revenues is identified.Research limitations/implicationsDespite focusing only on the EPL, these findings provide new evidence of non-linear financial performance effects from corporate diversification strategies adding to (sport) management literature and setting the stage for future research on these strategies in professional football.Practical implicationsThese findings have significant implications for club managers' strategic growth opportunities such as new business models or geographic markets.Originality/valueThis is the first study to empirically examine the financial effects of corporate diversification strategies in the football market context.

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International activities of football clubs, fan attitudes, and brand loyalty

Cited by 25 publications

References 50 publications

Fan Loyalty Toward International Football Team: The Role of Brand Image

Fan Loyalty Toward International Football Team: The Role of Brand Image

Pengaruh Loyalitas dan Fanatisme Supporter pada Klub terhadap Keputusan Pembelian Merchandise Orisinal: Studi pada Supporter Persela Lamongan

Financial performance and corporate diversification strategies in professional football – evidence from the English Premier League

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