The impact of brand communities on public and private brand loyalty: A field study in professional sports

Mark Mills, Pejvak Oghazi*, Magnus Hultman, Aristeidis Theotokis

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

13 Citations (Scopus)


This research examines the role that brand community plays in the relationship between brand identification and brand loyalty. A theoretical framework was developed and tested using an online survey in the brand community of a UK professional basketball team. Study results reveal that consumers’ brand community identification has a significant direct relationship on both public and private brand loyalty. It also shows that brand community identification fully mediates the relationship between brand identification and consumer behavior towards the brand, which is enacted both publicly and privately. The study adds to academic understanding of brand identification, brand community theory, and the importance of the differentiation of public and private brand loyalty, whilst providing guidance for branding practitioners.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Pages (from-to)1077-1086
Number of pages10
Publication statusPublished - 05.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • Brand community
  • Brand identification
  • Brand loyalty
  • Private loyalty
  • Public loyalty

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