Predicting MMA leagues’ fan involvement through its brand credibility and league-brand associations

Abstract

ABSTRACT Purpose: With the fast-paced growth of MMA (mixed martial arts) globally as an individual-based sport, MMA leagues are required to develop their fans’ involvement with the brand. Design: (N = 416) fans’ responses were collected at the UFC Fight Night in Abu Dhabi. Findings: This research measured how MMA leagues’ brand association can predict MMA brand credibility through SEM and found that star athletes and group experience have a positive impact on brand credibility, but nostalgia and atmosphere were found to be insignificant. Moreover, brand credibility was found as a positive predictor of brand involvement. Originality: This empirical research contributes to sports marketing literature by defining the brand associations of athlete-based sports leagues, and by showing the positive impact of the league’s brand credibility on its fans’ brand involvement. Implications: The novel framework can serve as a blueprint or guideline for organizations in the MMA sector to gain a competitive edge by providing a clear and structured understanding of the industry, identifying the key concepts and relationships that underpin the art of branding, better recognizing opportunities for growth and diversity, and developing more effective strategies and tactics.