The role of brand and fan personalities in building fan-brand relationships
The role of brand and fan personalities in building fan-brand relationships
Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of communication and interaction. This research aims to investigate the impact of brand personality and fan personality on fan- brand relationships. Mixed methods were conducted that employed in-depth personal interviews with football professionals and fans to gain better insights regarding consumer-brand relationships and to develop a conceptual framework and research hypotheses. Then, a quantitative phase has been followed to test these hypotheses. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The findings have shown that brand personality and fan personality have a positive impact on each of interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy as consumer-brand relationship dimensions in the football context.
Brand Personality, Fan Personality, Fan-Brand Relationship, Football, Sports Industry
Mosaad, Mohamed
9f6a5c49-6290-48cf-96fa-61d7e21028a2
AbouAish, Ehab
7e5f994b-2e12-41ea-a8fe-2c26c18941c8
Elsharnouby, Mohamed H.
06c64e68-8c48-4549-8dfc-8cbf3ee902ce
1 January 2022
Mosaad, Mohamed
9f6a5c49-6290-48cf-96fa-61d7e21028a2
AbouAish, Ehab
7e5f994b-2e12-41ea-a8fe-2c26c18941c8
Elsharnouby, Mohamed H.
06c64e68-8c48-4549-8dfc-8cbf3ee902ce
Mosaad, Mohamed, AbouAish, Ehab and Elsharnouby, Mohamed H.
(2022)
The role of brand and fan personalities in building fan-brand relationships.
International Journal of Customer Relationship Marketing and Management, 13 (1).
(doi:10.4018/IJCRMM.289212).
Abstract
Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of communication and interaction. This research aims to investigate the impact of brand personality and fan personality on fan- brand relationships. Mixed methods were conducted that employed in-depth personal interviews with football professionals and fans to gain better insights regarding consumer-brand relationships and to develop a conceptual framework and research hypotheses. Then, a quantitative phase has been followed to test these hypotheses. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The findings have shown that brand personality and fan personality have a positive impact on each of interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy as consumer-brand relationship dimensions in the football context.
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Published date: 1 January 2022
Keywords:
Brand Personality, Fan Personality, Fan-Brand Relationship, Football, Sports Industry
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Local EPrints ID: 499423
URI: http://eprints.soton.ac.uk/id/eprint/499423
ISSN: 1947-9255
PURE UUID: 7a51b1b1-1463-4a93-9ff0-2e57920fc9ea
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Date deposited: 19 Mar 2025 17:44
Last modified: 26 Mar 2025 17:43
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Author:
Mohamed Mosaad
Author:
Ehab AbouAish
Author:
Mohamed H. Elsharnouby
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