Abstract
Given its importance in sport team brand management, the present study primarily concerns the prediction of sport team loyalty. The study investigates the role of sport consumers’ involvement, self-expression, trust and attachment and the personality of a sport team in predicting various levels of team loyalty. The data of the study was collected from 289 consumers in a South East European country. Classification with discriminant analysis shows that the independent variables “involvement with the team”, “team self-expression”, “team trust” “team attachment” and “team personality” not only significantly discriminate between high and low team loyalty, but they also predict group membership. The findings of the study provide several theoretical and practical implications which are discussed along with future research recommendations.
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