Brand love in sport: Antecedents and consequences
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posted on 2025-01-31, 03:27 authored by Sarah ReddanSarah Reddan, Kerrie Bridson, Lesley Ferkins, Ruth RentschlerBrand love in sport: Antecedents and consequences
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Background This study explores brand love within the sport context. Specifically, this thesis addresses the scarcity of exploratory empirical investigations of brand love and provides an understanding of the dimensions of brand love and further establishes an empirical relationship between brand associations, brand love, and loyalty. Contribution This research developed an empirically sound, robust measure for brand love with good psychometric properties and explanatory power. Specifically, brand love was found to play a substantial role in explaining variations in behavioural loyalty, WOM, and attitudinal loyalty. Variations between the sport fan types were found for each main construct, where substantial variations were seen between Fanatical consumers and both Devoted and Casual consumers. Additionally, Devoted and Causal consumers were found to differ only with respect to brand love and benefits, otherwise, these fan types were similar. Significance Overall this research contributes to knowledge by investigating brand love in a new domain in a novel application of methods that has both theoretical and practical value and demonstrates the importance of brand love in explaining variations in loyalty outcomes.Publisher
Deakin UniversityUsage metrics
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