Investigating the Moderating Effects of Social Wellbeing on the Relationship between Brand Identity and Fan Loyalty amongst Soccer Fans in America

J P Vansgaard

doi:10.47191/ijsshr/v5-i1-17

Abstract

This study builds on Funk and James (2001) and Bauer et al.'s (2008) attempts at modeling the relationship between brand identity and fan loyalty by examining the relationship in the context of fans of professional soccer in the United States. Social wellbeing is introduced into the model, answering the question "What are the moderating effects of social wellbeing on the relationship between brand identity and fan loyalty amongst fans of MLS?". A multiple regression analysis was done to verify the conceptual pathway delineated by Bauer et al. The results showed that the model accounted for 40.6% of the variance (R2 = .406) and the model encompassing both non-product and product related attributes did significantly predict fan loyalty, F (2,26) = 9.341, p = .000. Additionally, non-product related attributes contributed significantly to the modelB (B = .034, p = .475) while product attributes did not. Implications of the results are discussed.

Highlights

Researchers have been attempting to better understand sports fans' motivations, consumer interests, and loyalties in order to gain a more comprehensive understanding of a social phenomenon that has captivated millions of people worldwide
Does brand image significantly predict fan loyalty in the data collected? The results of the regression analysis indicated that the regression model explained 40.6% of the variance (R2 = .406) and that the model encompassing both non-product and product related attributes was a significant predictor of fan loyalty, F (2,26) = 9.341, p =
Similar to the results of Bauer et al.'s regression analysis, it was found that non-product related attributes contributed significantly to the model (B = .034, p = .475), thereby reaffirming the relationship between the constructs of brand identity and fan loyalty as catalogued in Bauer et al.'s study

Summary

Introduction

Researchers have been attempting to better understand sports fans' motivations, consumer interests, and loyalties in order to gain a more comprehensive understanding of a social phenomenon that has captivated millions of people worldwide This captivation is at its most intense when it comes to soccer, the world's most popular sport, with the global soccer organization FIFA generating $4.6 billion in 2018 (Tomlinson, 2018). Soccer has galvanized populations of die-hard supporters, across Europe and South America, with fans likening their support of their favorite team to a religion, participating in violent run-ins with opposition fans, and at times being driven to suicide when their favorite team loses (Brown, 1998) This fever-pitch level of support for soccer has not quite reached the United States as of yet, but the market is growing, with NBC buying comprehensive rights to broadcast the English Premier League in 2013 (Sandomir, 2015) and finding support both in rankings and viewership (Bassam, 2020). One such opportunity is to build on the work of prior researchers that have looked at the phenomenon of fan behavior, the benefits of participating in sport fandom, and the reasons why fans begin and continue supporting their teams over time

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Discussion

Conclusion