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Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs.

Reghunathan, A. and Joseph, J., 2021. Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs. International Journal of Sports Management and Marketing. (In Press)

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DOI: 10.1504/IJSMM.2021.10040072

Abstract

Extant research in marketing has recognized the importance of branding in sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor in determining their success. Brand elements are the building blocks of brands and are used by brand managers to create distinct associations in consumers’ minds, resulting in brand recall and recognition. This study employs the context of football to explore the relationship between the symbol-related brand elements of a sports club and brand loyalty towards the club. We find that the brand elements, the history of the club, jersey and logo positively influence brand loyalty towards a sports club. The study sheds light on the importance of brand elements for a sports club brand and can help brand managers and sponsors to focus more on investments in brand elements that matter, as opposed to those which do not.

Item Type:Article
ISSN:1475-8962
Uncontrolled Keywords:brand awareness; brand associations; sponsorships; brand loyalty; sports brands; sports marketing.
Group:Bournemouth University Business School
ID Code:35957
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:03 Sep 2021 11:32
Last Modified:03 Sep 2021 11:32

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