Hail to thee, my sports team brand: investigating the drivers of eFANgelism among fans of selected sports teams in the English Premier League (EPL)

David Amani ()
Additional contact information
David Amani: The University of Dodoma

Future Business Journal, 2023, vol. 9, issue 1, 1-16

Abstract: Abstract Sports fans participate in supporting sports teams by demonstrating various attitudinal behaviors such as loyalty, purchase intention, and stadium attendance. However, although the literature indicates that sports fans who are fanatics can demonstrate advanced attitudinal behavior such as eFANgelism, very little has been done on the drivers of this advanced attitudinal behavior. This study utilized social identity theory to create a conceptual model which looked at how fan identification and fan community identification can be used to promote eFANgelism via perceived brand sacredness among sports fans in Tanzania. The purpose of the study was to provide insights into factors that can improve positive brand promotion among sports fans in Tanzania. Partial least square-structural equation modeling was used to analyze data collected from 322 sports fans of selected sports teams in the English Premier League. The findings indicate that fan identification and fan community identification are important drivers of eFANgelism via perceived brand sacredness. The study recommends that sports team managers should view sports fans as valuable assets that can help create and maintain a competitive advantage for their teams. In addition, sports managers can consider sports fans as an engine toward building the corporate reputation of sports organizations.

Keywords: Fan identification; Fan community identification; Perceived brand sacredness; eFANgelism; Sports fan (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1186/s43093-023-00261-w Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:futbus:v:9:y:2023:i:1:d:10.1186_s43093-023-00261-w

Ordering information: This journal article can be ordered from
https://fbj.springeropen.com/

DOI: 10.1186/s43093-023-00261-w

Access Statistics for this article

Future Business Journal is currently edited by Soad Kamel Rizk and Hayam Wahba

More articles in Future Business Journal from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().