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

doi:10.1016/j.jbusres.2022.02.056

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 journal › Article › Scientific › peer-review

37 Citations (Scopus)

Abstract

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 language	English
Peer-reviewed scientific journal	Journal of Business Research
Volume	144
Pages (from-to)	1077-1086
Number of pages	10
ISSN	0148-2963
DOIs	https://doi.org/10.1016/j.jbusres.2022.02.056
Publication status	Published - 05.2022
MoE publication type	A1 Journal article - refereed

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Keywords

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

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1-s2.0-S0148296322001758-mainFinal published version, 661 KBLicence: CC BY

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

abstract = "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{\textquoteright} 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.",

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AU - Hultman, Magnus

AU - Theotokis, Aristeidis

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KW - Brand loyalty

KW - Private loyalty

KW - Public loyalty

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

Abstract

UN SDGs

Keywords

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