The loyalty of German soccer fans: does a team's brand image matter?

Abstract

Factors that influence the game attendance and attitudinal loyalty of sports fans have been researched quite extensively in Anglo-American countries, but rather less in Germany. Brand image is held to be an important antecedent of fan loyalty. This study therefore investigates the relationship between these constructs, using a sample of 1,300 fans of German Bundesliga soccer teams. In addition to the verification of this link, causal modelling reveals a relationship between the major facets of a club's brand image, namely attributes and benefits. Non-product-related attributes of the brand are more important to the fans' loyalty than product-related attributes.

Citation

Bauer, H.H., Sauer, N.E. and Exler, S. (2005), "The loyalty of German soccer fans: does a team's brand image matter?", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 1, pp. 8-16. https://doi.org/10.1108/IJSMS-07-01-2005-B004