TY - JOUR
T1 - The impact of brand communities on public and private brand loyalty
T2 - A field study in professional sports
AU - Mills, Mark
AU - Oghazi, Pejvak
AU - Hultman, Magnus
AU - Theotokis, Aristeidis
N1 - Funding Information:
Dr Aristeidis Theotokis is Associate Professor of Marketing at Leeds University Business School. He conducts research in the areas of consumer psychology, retailing and shopper marketing. His research has received strong recognition in the form of best paper awards and funding from research councils, government organizations and large multinational companies. His research has been published in leading academic journals, such as Journal of Marketing Research, Journal of Retailing, Journal of Business Ethics, International Journal of Human Resource Management, Industrial Marketing Management, European Journal of Marketing and European Journal of Information Systems.
Publisher Copyright:
© 2022 The Author(s)
PY - 2022/5
Y1 - 2022/5
N2 - 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.
AB - 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.
KW - 512 Business and Management
KW - Brand community
KW - Brand identification
KW - Brand loyalty
KW - Private loyalty
KW - Public loyalty
UR - http://www.scopus.com/inward/record.url?scp=85125122378&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2022.02.056
DO - 10.1016/j.jbusres.2022.02.056
M3 - Article
AN - SCOPUS:85125122378
SN - 0148-2963
VL - 144
SP - 1077
EP - 1086
JO - Journal of Business Research
JF - Journal of Business Research
ER -
