The role of the brand in perceived service performance: Moderating effects and configurational approach in professional football

Moreno, Ferrán Calabuig; Prado-Gascó, Vicente; Núñez-Pomar, Juan; Hervás, Josep Crespo

doi:10.1016/j.techfore.2020.120537

Cited by 9 publications

(8 citation statements)

References 41 publications

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“…As commented on at the beginning of this paper, the study of brand perception in the field of sports services is not very common, so it is difficult to find examples of studies that have carried out similar research. However, there is a large number of studies that have analysed these brand relationships in other service fields that are similar in a certain way ( Chen et al., 2020 ; Jiménez-Barreto et al., 2020 ), also in the sporting context ( Bodet et al., 2020 ; Calabuig et al., 2021 ) as well as analysing specifically sports brand and its relationship with consumer behaviour ( Kunkel and Biscaia, 2020 ). This examples to prove the importance of brand-related variables to explain consumer behavior and determine how certain variables are related and to what extent they do so to explain these decisions.…”

Section: Discussionmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.

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Section: Discussionmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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show abstract

“…Congruence builds clarity in club community members' minds (Pradhan et al, 2020) and enhances their memory (Cornwell & Humphreys, 2013). Sponsor-brands that are highly congruent with club seem less annoying and more acceptable (Calabuig et al, 2021). Members with higher community identification feel more comfortable and pleased with high sponsor-club brand congruence as it contributes to their social identity derived from community participation (Tseng & Wang, 2023).…”

Section: Moderation By Sponsor-club Brand Congruencementioning

confidence: 99%

“…Numerous studies in sponsorship context have examined the fan‐brand congruence and consumer‐brand congruence as an antecedent to sponsor brand attitude and purchase intentions (Calabuig et al, 2021; Pradhan et al, 2020). However, not many have investigated the role of sponsor–club brand congruence on club community members' sponsor‐brand support decisions.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…We assert that members with BCI are engrossed with brands that have similar symbolic image to their own identity (Vermeir et al, 2014). Therefore, they would purchase those brands that satisfy their desires (Calabuig et al, 2021), in consonance with their community identification. This is because perceptions of congruence are fluently established in the memory, both cognitively and affectively (Germelmann et al, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence

Moharana

Bhattacharjee

Pradhan

et al. 2023

Psychology and Marketing

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This research examines the influence of brand community identification (BCI) on three measures of sponsorship effectiveness-brand advocacy, purchase intention, and sponsor-brand choice. Additionally, we investigate the psychological mechanism and the moderators between BCI and sponsorship outcomes. We collected data from members of two brand communities, across four experiments (2 × 2 betweensubject designs), during soccer league events. Our findings demonstrate that BCI increased brand advocacy and purchase intention. It shows a novel psychological mechanism (brand community engagement) between BCI and brand advocacy; both brand authenticity and sponsor-club congruence serve as boundary conditions.Counter-intuitively, our study revealed that both high-congruent and low-congruent sponsor brands could be effective, depending on consumers' identification with the brand community. Our research makes several meaningful theoretical and practical contributions. Sports clubs and sponsors must cultivate consumers' identification with the club's brand community, which offers two-fold benefits; it leads to greater effectiveness, measured in terms of club brand engagement and sponsor-brand advocacy. Moreover, our research demonstrates that consumers, regardless of their identification with the brand community, will stop supporting a sponsor brand if they perceive it as less authentic.

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“…Museum (Wang & Wu, 2011). Also, research on other contexts like Company (Wotruba & Breeden, 1973), Event (Chang et al, 2020;Lorgnier et al, 2022;, Festival (Ding & Hung, 2021;Shin et al, 2018), Sports Team (Calabuig et al, 2021;…”

Section: Contexts Of Self-congruity Research (C)mentioning

confidence: 99%

Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda

Kolańska‐Stronka,

Singh

2023

Int J Consumer Studies

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The conceptualization of self‐congruity is more than five decades old. However, the research on its effect on consumer behaviour is still evolving, ensuing the literature developed being fragmented and dispersed. This concern state‐of‐art summarization of the literature to consolidate knowledge on self‐congruity. The purpose of this review article is to structure the self‐congruity literature on understanding consumer behaviour developed over five decades in terms of significant theories, contexts, frameworks, and methodologies. This review also aims to provide an integrative research model and outline future research directions. To this end, Scientific procedure and rationales for systematic literature reviews (SPAR‐4‐SLR) protocol with the lens of the Theory, Context, Characteristics, Methods (TCCM) framework was adopted for review procedure. The review was conducted with a corpus containing 339 research articles on exploring self‐congruity facets and its effect on consumer behaviour published between 1973 and 2022. The findings are reported using TCCM convention adopting inductive approach. Further, based on the review findings, an integrative model of self‐congruity is put forth summarizing the research frameworks and constructs adopted as antecedents, modifiers, and implications in investigating self‐congruity effect on consumer behaviour. This review paper concludes recommending future research agendas with the intention of expanding self‐congruity research in emerging contexts applying cutting‐edge methodology.

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The role of the brand in perceived service performance: Moderating effects and configurational approach in professional football

Cited by 9 publications

References 41 publications

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence

Five decades of self‐congruity in consumer behaviour research: A systematic review and future research agenda

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