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

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

14 Citeringar (Scopus)

Sammanfattning

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.

OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftJournal of Business Research
Volym144
Sidor (från-till)1077-1086
Antal sidor10
ISSN0148-2963
DOI
StatusPublicerad - 05.2022
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Fingeravtryck

Fördjupa i forskningsämnen för ”The impact of brand communities on public and private brand loyalty: A field study in professional sports”. Tillsammans bildar de ett unikt fingeravtryck.

Citera det här