When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence

Pradhan, Debasis; Malhotra, Ritu; Moharana, Tapas Ranjan

doi:10.1057/s41262-019-00169-3

Cited by 58 publications

(38 citation statements)

References 83 publications

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“…However, as years progressed, the firms' objectives evolved from relationship marketing to customer engagement. As a consequence, the term “engagement” has become prominent in the marketing domain (Pradhan et al., 2020). Customer engagement is one of the crucial elements of contemporary marketing that has progressed from relationship marketing (Pansari & Kumar, 2017).…”

Section: The Theory‐context‐characteristics‐methods (Tccm) Frameworkmentioning

confidence: 99%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

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Academic interest in brand community research has burgeoned in the past two decades. Despite its importance, there has been a paucity of effort in reviewing the growing research. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) review framework, this research provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) employed in brand community research over last two decades (2001–2020). A systematic analysis of 285 articles reveals a focus on consumer‐specific theories and a scant application of multi‐disciplinary theories. Though the literature covers an array of industries to understand brand communities, there is a need for more research in the B2B context and the service industries. Furthermore, we detect a need for more research on the influence of brand/marketer‐related variables on brand communities, underlying mechanisms and boundary conditions for the key relationships in this area. This research presents four different stages of the evolution of brand community research over the years. Finally, we apply the TCCM framework to suggest fertile areas for future research.

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Section: The Theory‐context‐characteristics‐methods (Tccm) Frameworkmentioning

confidence: 99%

Brand communities: A literature review and future research agendas using TCCM approach

Bhattacharjee

Pradhan

Swani

2021

Int J Consumer Studies

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“…Empirical evidence supports CBE's influence on brand-related outcomes, including brand image, brand attitude, brand trust, brand community, emotional bonds, brand co-creation behaviour and brand evaluations (e.g. Brodie et al, 2013;Carvalho and Fernandes, 2018;Dessart, 2017;France et al, 2018;Hollebeek and Chen, 2014;Pradhan et al, 2020;Vivek et al, 2012;Wong and Merrilees, 2015). The interaction between consumers and brands incurred during the process of building CBE is an input in the formation of brand image , as engaging with consumers increases a brand's visibility and improves its brand image (Achen, 2016).…”

Section: Cbe (Fan Engagement)mentioning

confidence: 97%

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Jin

Rosenberger

Sweeney

2020

APJML

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PurposeThe purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.Design/methodology/approachA convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.FindingsUsing partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.Originality/valueThis study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

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“…Human psychology and consumer behaviour theories play an important role in the development of brand personality (Heding et al, 2009;Pradhan et al, 2020). Brand personality is attributing human characteristics to a brand.…”

Section: Personality and Brand Personalitymentioning

confidence: 99%

Islamic banks’ brand personality and customer satisfaction: an empirical investigation through SEM

Jan

Shafiq

2021

JIABR

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Purpose Brand personality plays an important role in affecting customer satisfaction. The Muslim population is estimated to reach 30% of the world’s population, and it is considered as the fastest-growing religion in the world. To tap into this market, it is important to explore various aspects of business, in general, and marketing, in particular, from the perspective of Muslim consumers. The present research also attempts to do the same by proposing a conceptual model related to the brand personality of Islamic Banks, named, Islamic Banks’ Brand Personality (IBBP) and its impact on customer satisfaction. Design/methodology/approach This paper analyses the causal relationship that exists between the variables related to Islamic brand personality and customer satisfaction. For this purpose, data was collected quantitatively from 337 customers of different Islamic banks, through a self-administered questionnaire. The data analysis was conducted using SPSS and AMOS software. Factor analysis was performed to extract and decide on the number of factors underlying the measured variables of interest. Structural equation modelling was then used to examine the variables and the fitness of the proposed model. Findings The result revealed that five out of the total six hypotheses were supported. In this case, trustworthiness and Shariah compliance resulted in the strongest impact on customer satisfaction followed by sincerity and justice. Practical implications The positive significant impact of trustworthiness and Shariah compliance on customer satisfaction attests to the importance of these variables in the development of a strong brand personality in the context of Islamic banks. Policymakers of the financial industry in general and the Islamic financial service industry, in particular, may benefit from the findings of this study. Originality/value There is a dearth of research conducted on investigating the impact of brand personality-related variables on the Islamic banking sector. The present research did not only develop variables of IBBP but also empirically tested their effect on customer satisfaction. This paper, therefore, offers invaluable insight into IBBP with its impact on customer satisfaction.

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When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence

Cited by 58 publications

References 83 publications

Brand communities: A literature review and future research agendas using TCCM approach

Brand communities: A literature review and future research agendas using TCCM approach

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

Islamic banks’ brand personality and customer satisfaction: an empirical investigation through SEM

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