Measuring the patronage intentions among football fans: the role of corporate social responsibility, brand credibility and brand equity

Abstract

PurposeThe study aims to identify critical factors that influence football fans’ support of their favorite team by examining the impact of social responsibility, brand credibility and team brand equity on patronage intentions of professional football teams.Design/methodology/approachAn online survey collected data from 331 football fans of the Persian Gulf Premier League (PGPL) in Iran. The data were analyzed using partial least squares structural equation modeling (PLS-SEM).FindingsThe findings revealed that corporate social responsibility (CSR) is able to influence brand equity, brand credibility and patronage intentions. Also, brand equity and brand credibility were found to be positively related to patronage intentions. In addition to that, the findings show that brand equity and team credibility partially mediate the relationship between CSR and patronage intentions.Practical implicationsThe findings provide valuable insights to sports teams/club managers aiming to attract new fans and retain current ones by investing in CSR and enhancing brand credibility and equity. Strategies to integrate CSR into relationship marketing and brand management are outlined.Originality/valueThis study empirically highlights the critical role of adhering to CSR and the effects of brand credibility and equity in enhancing patronage intentions among football team fans.

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

“…Brand association exerts a substantial influence on fan loyalty, club valuation, revenue generation, talent attraction, and community engagement, underscoring the significance of adept brand management in cultivating sustainable success for sports clubs Suchao-in et al, 2021;Mazloomi Soveini, 2022). Prior research also indicates that positive brand associations are indispensable in crafting a robust brand image for a sports club (Mansouri et al, 2024). Favorable associations, such as sporting accomplishments, community involvement, or exemplary professionalism, bolster a club's reputation and contribute to the establishment of a formidable brand esteemed by fans and the broader community (Amu et al, 2024).…”

“…Moreover, a recognizable brand attracts talented players and coaches to the club (Parmentier & Fisher, 2012), while fostering an emotional connection with fans (Martín et al, 2020). Fan allegiance, thereby, translates into a reliable source of financial and emotional support for the club (Mansouri et al, 2024). Often serving as a cornerstone of the local community, sports clubs can use a strong brand to strengthen community ties by involving local residents in club activities and endorsing local initiatives (Misener et al, 2020).…”