The role of perceived value in football club branding: a developing league perspective

Abstract

Purpose

The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective.

Design/methodology/approach

Using a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure.

Findings

The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not.

Originality/value

This study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.

Citation

Amu, P.Y., Narteh, B. and Kodua, P. (2024), "The role of perceived value in football club branding: a developing league perspective", African Journal of Economic and Management Studies, Vol. 15 No. 3, pp. 557-571. https://doi.org/10.1108/AJEMS-04-2023-0127