Fan Loyalty Toward International Football Team: The Role of Brand Image
Main Article Content
Keywords
International Team Fans, Brand Image, Attitudinal Loyalty, Behavioral Loyalty, Indonesia
Abstract
The study of fan loyalty in sports marketing mostly is focused on spectator attachment and brand athlete. However, lack of studies examines the fan loyalty formulation toward the international team using brand image. This study aims to examine the influence of two brand image dimensions (attributes and benefits) in creating fan loyalty toward the international team. This study applies the covariance-based structural equation model for analyzing the data. The sample consists of 335 international team football fans in Indonesia. These results reveal that both attributes and benefits are pivotal factors in influencing attitudinal loyalty as well as behavioral loyalty. Further, the result shows that the effect of attributes on attitudinal loyalty is higher compared to behavioural loyalty. 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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References
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Bauer, Stokburger-Sauer, N. E., & Exler, S. (2008). Brand Image and Fan Loyalty in Professional Team Sport: A Refined Model and Empirical Assessment. JOurnal of Sport Management, 22, 205-226.
Biscaia, R., Ross, S., Yoshida, M., Correia, A., Rosado, A., & Maroco, J. (2016). Investigating the role of fan club membership on perceptions of team brand equity in football. Sport Management Review, 19(2), 157-170. doi: 10.1016/j.smr.2015.02.001
Brunello, A. (2018). Brand equity in sports industry. International Journal of Communication Research, 8(1), 25-30.
Carlsson, B., Breitbarth, T., & Bjarsholmm, D. (2018). Measuring consumer based athlete brand equity and its relations with identification, consumer behaviour and attitudinal loyalty Managing Sport in A Changing Europe: The European Sport Management Conference. Malmo: Department of Sport Sciences, Malmo University.
Cho, H., Lee, H., & Pyun, D. (2018). The influence of stadium environment on attendance intentions in spectator sport: The moderating role of team loyalty. International Journal of Sports Marketing and Sponsorship. doi: 10.1108/IJSMS-04-2017-0025
Cho, Y. (2013). Introduction: football in Asia. Soccer & Society, 14(5), 579-587. doi: 10.1080/14660970.2013.792478
Doyle, J., Filo, K., McDonald, H., & Funk, D. (2013). Exploring sport brand double jeopardy: The link between team market share and attitudinal loyalty. Sport Management Review, 16(3), 285-297.
Durmaz, Y., Cavusoglu, S., & Ozer, O. (2018). The effect of brand image and brand benefit on costumer loyalty: The case of Turkey. Academic Research in Business & Social Science, 8(5), 528-540. doi: 10.6007/IJARBSS/v8-i5/4140
Ferrari, S. (2017). Traditional and mediatized soccer fanship: the case of Indonesian Juventus' supporters. Soccer & Society. doi: 10.1080/14660970.2017.1357032
Florea, D.-L., Barbu, C. M., & Barbu, M. C. R. (2017). A model of fans' reaction to resurrected brands of sport organisations. International Journal of Sports Marketing and Sponsorship, 19(2), 127-146. doi: 10.1108/IJSMS-08-2017-0073
Foroughi, B., Nikbin, D., Hyun, S. S., & Iranmanesh, M. (2016). Impact of Core Product Quality on Sport Fans' Emotions and Behavioral Intentions. International Journal of Sports Marketing and Sponsorship, 17(2), 110-129.
Fujak, H., Frawley, S., McDonald, H., & Bush, S. (2018). Are sport consumers unique? consumer behavior within crowded sports markets. Journal of Sport Management, 32, 362-375. doi:https://doi.org/10.1123/jsm.2017-0318
Fuller, A. (2015). Approaching football in Indonesia. Soccer & Society, 16(1), 140-148. doi: 10.1080/14660970.2014.954387
Funk, D. C., & James, J. D. (2006). Consumer Loyalty: The Meaning of Attachment in the Development of Sport Team Allegiance. JOurnal of Sport Management, 20(2), 189-217.
Funk, D. C., Mahony, D. F., & Ridinger, L. L. (2002). Characterizing consumer motivation as individual difference factors: Augmenting the sport interest inventory (SII) to explain level of spectator support. Sport Marketing Quarterly, 11, 33-43.
Gholizadeh, B., Talebpour, M., Kashtidar, M., & Abdolmaleki, H. (2018). Mouth advertising, an effective tool for loyalty of sport customers, case study: Women's health clubs in Mashhad. International Journal Leisure and Tourism Marketing, 6(1), 51-64.
Hair, J. E., Hult, G. T., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Los Angeles, CA: Sage.
Hofstede, G. (2001). Culture's consequences: Comparing values, behaviors, institutions, and organizations across nations (2nd ed.). Beverley Hills, CA: Sage Publications.
Johnston, D. (2004). Consumer Loyalty Amongst Sport Fans: AGF Case Study. (Thesis (Master Program)), Aarhus University, Aarhus, Denmark.
Keller, K. L. (1993). Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Keller, K. L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1-2), 1-16.
Keshtidar, M., Sahebkaran, M. A., Talebpour, M., & Kalashi, M. (2018). Investigating the effect of brand identity and character on brand loyalty of football team fans. International Journal Sport Management and Marketing, 18(1/2), 105-115.
Lada, S., Rizal, H., William, J. J., Suki, N. M., Rahman, R. A., & Tanakinjal, G. H. (2018). Brand image benefits and satisfaction: Roles of symbolic, functional, social and experiential benefits. Labuan Journal of Muamalat and Society, 12, 178-188.
Lee, M. A., Kunkel, T., Funk, D. C., Karg, A., & McDonald, H. (2019). Built to last: Relationship quality management for season ticket holders. European Sport Management Quarterly. doi: 10.1080/16184742.2019.1613438
Maderer, D., Holtbruegge, D., & Woodland, R. (2016). The Impact of Brand Associations on Brand Loyalty in the Football Industry: A Comparison of Fans From Developed and Emerging Football Markets. Sport, Business, and Management: An International Journal, 6(5).
Maderer, D., & Holtbrugge, D. (2018). International activities of football clubs, fan attitudes and brand loyalty. Journal Brand Management. doi: 10.1057/s41262-018-0136-y
Mahony, D. F., Madrigal, R., & Howard, D. (2000). Using the psychological commitment to a team (PCT) scale to segment sport consumer based on loyalty. Sport Marketing Quarterly, 9, 15-25.
Martin, C. A. (2013). Investigating National Football League (NFL) fan loyalty. Journal of Marketing Development and Competitiveness, 7(1), 42-53.
Nielsen. (2017). Commercial Trends in Sport 2017 Retrieved from http://nielsensports.com/commercial-trend-sports/
Norris, J. I., Wann, D. L., & Zapalac, R. K. (2014). Sport Fan Maximizing: Following the Best Team or Being the Best Fan? Journal of Consumer Marketing, 32(3), 157-166.
Repucom. (2014). World Football: From consumption to sponsorship: How fans are changing the commercial landscape of the beutiful game. Retrieved from www.nielsensport.com/world-football/
Santos, M. A. D., Guardia, F. R., Campos, C. P., Calabuig-Moreno, F., & Ko, Y. J. (2018). Engagement in sports virtual brand communities. Journal of Business Research. doi: 10.1016/j.jbusres.2017.12.053
Shin, H., Lee, H., & Perdue, R. R. (2018). The congruity effects of commercial brand sponsorship in a regional event. Tourism Management. doi: 10.1016/j.tourman.2018.01.016
Tachis, S., & Tzetzis, G. (2015). The Relationship Among Fans' Involvement, Psychological Commitment, and Loyalty in Professional Team Sports. International Journal of Sport Management, Recreation, & Tourism, 18, 1-25. doi:10.5199/ijsmart-1791-874X-18a
Thompson, A.-J., Martin, A. J., Gee, S., & Geurin, A. N. (2018). Building brand and fan relationships through social media. Sport, Business, and Management: An International Journal, 8(3), 235-256. doi: 10.1108/SBM-04-2017-0024
Wear, H., Hills, S., Heere, B., & Walker, M. (2018). Communal brand associations as drivers of team identity and consumer behaviour. Journal of Global Sport Management. doi: 10.1080/24704067.2018.1432990
Yoshida, M., Gordon, B. S., Nakazawa, M., Shibuya, S., & Fujiwara, N. (2018). Bridging the gap between social media and behavioural brand loyalty. Electronic Commerce Research and Applications. doi: 10.1016/j.elerap.2018.02.005
Yoshida, M., Heere, B., & Gordon, B. S. (2015). Predicting Behavioral Loyalty Through Community: Why Other Fans Are More Important Than Our Own Intentions, Our Satisfaction, and the Team Itself. Journal of Sport Management, 29(3), 318-333.