Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment
- 1 March 2008
- journal article
- Published by Human Kinetics in Journal of Sport Management
- Vol. 22 (2), 205-226
- https://doi.org/10.1123/jsm.22.2.205
Abstract
This study highlights the importance of brand image for fan loyalty in team sport. A parsimonious 4-factor, 20-indicator structure effectively represents brand image. In contrast to Keller’s proposed model, relationships between the brand image’s components were discovered. Thus, in line with means-end theory, a brand-image model should incorporate causalities among brand attributes, benefits, and attitudes. Fan loyalty is positively influenced by a fan’s brand attitude. Relationships among the brand-image dimensions and loyalty are confirmed via structural equation modeling. The non-product-related brand attributes (i.e., logo or tradition) have a particularly large impact on attitudes and behavior. They represent promising starting points for a successful and differentiating team brand strategy.Keywords
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