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The impact of brand communities on public and private brand loyalty: A field study in professional sports
University of Leeds, Leeds, United Kingdom.
Södertörns högskola, Institutionen för samhällsvetenskaper, Företagsekonomi. Hanken School of Economics, Helsinki, Finland.ORCID-id: 0000-0003-2125-6155
Goodman School of Business, Brock University, St. Catharines, Canada.
University of Leeds, Leeds, United Kingdom.
2022 (engelsk)Inngår i: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 144, s. 1077-1086Artikkel i tidsskrift (Fagfellevurdert) Published
Abstract [en]

This research examines the role that brand community plays in the relationship between brand identification and brand loyalty. A theoretical framework was developed and tested using an online survey in the brand community of a UK professional basketball team. Study results reveal that consumers’ brand community identification has a significant direct relationship on both public and private brand loyalty. It also shows that brand community identification fully mediates the relationship between brand identification and consumer behavior towards the brand, which is enacted both publicly and privately. The study adds to academic understanding of brand identification, brand community theory, and the importance of the differentiation of public and private brand loyalty, whilst providing guidance for branding practitioners.

sted, utgiver, år, opplag, sider
Elsevier, 2022. Vol. 144, s. 1077-1086
Emneord [en]
Brand community, Brand identification, Brand loyalty, Private loyalty, Public loyalty
HSV kategori
Identifikatorer
URN: urn:nbn:se:sh:diva-48565DOI: 10.1016/j.jbusres.2022.02.056ISI: 000791312900014Scopus ID: 2-s2.0-85125122378OAI: oai:DiVA.org:sh-48565DiVA, id: diva2:1643795
Tilgjengelig fra: 2022-03-11 Laget: 2022-03-11 Sist oppdatert: 2022-10-03bibliografisk kontrollert

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