Article2005

The loyalty of German soccer fans: does a team's brand image matter?

Hans H. Bauer · Nicola E. Sauer · Stefanie Exler

87 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Sports, Gender, and Society Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Factors that influence the game attendance and attitudinal loyalty of sports fans have been researched quite extensively in Anglo-American countries, but rather less in Germany. Brand image is held to be an important antecedent of fan loyalty. This study therefore investigates the relationship between these constructs, using a sample of 1,300 fans of German Bundesliga soccer teams. In addition to the verification of this link, causal modelling reveals a relationship between the major facets of a club's brand image, namely attributes and benefits. Non-product-related attributes of the brand are more important to the fans' loyalty than product-related attributes.

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References

1979A Paradigm for Developing Better Measures of Marketing Constructs 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1966A New Approach to Consumer Theory 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1976Basking in reflected glory: Three (football) field studies.1986Strategic Brand Concept-Image Management 1982A Means-End Chain Model Based on Consumer Categorization Processes 1982A Means-End Chain Model Based on Consumer Categorization Processes

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