The impact of brand communities on public and private brand loyalty: A field study in professional sports

Mark Mills, Pejvak Oghazi, Magnus Hultman and Aristeidis Theotokis

Journal of Business Research, 2022, vol. 144, issue C, 1077-1086

Abstract: 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.

Keywords: Brand community; Brand identification; Brand loyalty; Public loyalty; Private loyalty (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:1077-1086

DOI: 10.1016/j.jbusres.2022.02.056

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