To read this content please select one of the options below:

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

Hans H. Bauer (Professor of Marketing, Department of Business Administration and Marketing II, University of Mannheim, Germany)
Nicola E. Sauer (Assistant Professor, Department of Business Administration and Marketing II, University of Mannheim)
Stefanie Exler (Doctoral candidate, Department of Business Administration and Marketing II, University of Mannheim)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2005

2092

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.

Keywords

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

Publisher

:

Emerald Group Publishing Limited

Copyright © 2005 by Winthrop Publications Limited

Related articles