Investigating the effect of brand identity and character on brand loyalty of football team fans

Keshtidar, Mohammad; Sahebkaran, MohammadAli; Talebpour, Mahdi; Kalashi, Maziyar

doi:10.1504/ijsmm.2018.091344

Cited by 8 publications

(6 citation statements)

References 21 publications

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“…The results show that commitment, loyalty , and brand identity have a positive and significant effect on players' athletic performance, which is in line with previous research findings (Keshtidar et al, 2018;Mahmoudian et al, 2020;Soltani, 2018). Because the brand management system (commitment, loyalty, and brand identity) builds a shared understanding of the brand in the club, it enables fans to fulfill the brand agreement (club players) at the time of service.…”

Section: Discussionsupporting

confidence: 91%

Sociological Analysis of Branding of Professional Football League Players

Pashaie

Piątkowska

Hoseini

et al. 2022

Physical Culture and Sport. Studies and Research

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The role of branding the sports performance of Iranian professional football League players was investigated by adopting a survey-based research strategy. Players with a history of competing in the Iranian Football League made up the statistical population for the study. 200 players were selected from this population as the study sample. The questionnaire data obtained were analyzed using IBM® SPSS® Amos TM 23 software. The validity and reliability of the questionnaires were acceptable and a good fit. The results showed that the structural equation model used is a strong theoretical model for studying the branding of Iranian League players, and that such branding has a significant positive effect on sports performance. Therefore, sports clubs need to understand the power of branding players to increase their athletic performance in sports expertise, competitive style and fair play. On the other hand, the most important aspect of branding is branding the whole club, rather than each product or player, since each individual product can benefit from the income belonging to the brand family of the club or organization. It is suggested that professional and strategic methods can help players and motivate them to acquire the necessary skills to grow branding.

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Section: Discussionsupporting

confidence: 91%

Sociological Analysis of Branding of Professional Football League Players

Pashaie

Piątkowska

Hoseini

et al. 2022

Physical Culture and Sport. Studies and Research

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“…This research also reveals the relationship between attitudinal loyalty and behavioral loyalty which aligns with the previous study (Tachis & Tzetzis, 2015). The results indicate that the manifestation of a team brand image can establish behavioral loyalty in the form of buying merchandise and consuming products related to the team (Keshtidar, Sahebkaran, Talebpour, & Kalashi, 2018;Maderer et al, 2016). In other words, in the future, the behavioral loyalty of the spectators is built based on the teams' ability to enhance a psychological commitment to their fans.…”

Section: Discussionsupporting

confidence: 84%

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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“…Moreover, elucidating the conceptual construct of consumers' loyalty, the current study adds to the sport management literature by presenting and validating the multidimensional structure of attitudinal loyalty, while most previous studies considered attitudinal loyalty as unidimensional (e.g. Keshtidar et al , 2018; Papadimitriou et al , 2019). The results of this study infer when consumers prefer their clubs over other clubs; they have intention to use the club's sport services, leading to their ongoing involvement with using the club's sport services.…”

Section: Discussionmentioning

confidence: 92%

The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs

Behnam

Pyun

Doyle

et al. 2020

IJSMS

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PurposeThe purpose of this research was to test the influence of consumer knowledge management on attitudinal and behavioral loyalty through service quality and psychological involvement.Design/methodology/approachThe participants (N = 396) were recruited through a convenience sampling technique from non-profit sport clubs in Iran. Data were analyzed with the Structural Equation Modeling using Mplus 7.4.FindingsThe results revealed that the effects of service quality on psychological involvement were dependent on consumer knowledge management. Furthermore, there were the mediating effects of service quality and psychological involvement in the relationships between the consumer knowledge management and loyalty.Practical implicationsThe research findings provide valuable insights for non-profit sport club managers seeking to better attract and retain their consumers by demonstrating the importance of investing in consumer knowledge management initiatives. Managers should thus integrate knowledge orientation into their marketing and relationship management strategies and apply the strategy into consumer knowledge within club services.Originality/valueThis study empirically highlights the important role of knowledge from, for and about the consumer on perceived service quality and loyalty building among the non-profit consumer base.

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Investigating the effect of brand identity and character on brand loyalty of football team fans

Cited by 8 publications

References 21 publications

Sociological Analysis of Branding of Professional Football League Players

Sociological Analysis of Branding of Professional Football League Players

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

The impact of consumer knowledge on profitable consumer loyalty through perceived service quality and psychological involvement in non-profit sport clubs

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