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

What is it about?

Most studies of fan loyalty in sports marketing only focus on spectator attachment and athlete brand equity. There are not many studies examine fan loyalty formation toward the international team using the brand image. Therefore, this study aims to examine the influence of two brand image dimensions (attributes and benefits) in creating fan loyalty toward the international football team. This study applied the covariance-based structural equation model for analyzing the data. The sample consisted of 335 Indonesian fans of the international football team. The study’s results reveal that both attributes and benefits are pivotal factors in influencing fans attitudinal as well as behavioral loyalties. Further, this study also shows that the effect of attributes on attitudinal loyalty is higher compared to those on the behavioral one. 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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Photo by Frantzou Fleurine on Unsplash

Photo by Frantzou Fleurine on Unsplash