The Factors Influencing Brand Love: Evidence from Moroccan Football

Mohammed Hassouni (), Lamiae El Amrani () and Maha Bendahmane ()
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Mohammed Hassouni: Ibn Tofail University
Lamiae El Amrani: Mohammed V University
Maha Bendahmane: Mohammed V University

A chapter in Contemporary Business Research in the Islamic World, 2024, pp 165-184 from Springer

Abstract: Abstract One of the most enduring bonds a person may have is with their favorite football team. Football brand love can have a variety of effects and can be explained by a number of factors. This study's objective is to propose a brand love explanatory model that takes both antecedents and consequences into account. A survey has been distributed to 503 people in an effort to shed some light on this phenomena. Football brand love is influenced by prior success, peer pressure, celebrity players, and brand identification. Word-of-mouth, game attendance, product purchases, and club loyalty appear to be the outcomes of football brand love. The theoretical goal of this research is to close a theoretical gap in the literature of third-world sports. This study's managerial goal is to make recommendations for factors football club managers should take into account. The lack of moderating variables for brand love represents the study’s limitations. For future investigations, other variables could be taken into consideration.

Keywords: Antecedents; Consequences; Brand love; Soccer clubs (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/978-981-97-5400-7_10

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