The role of perceived value in football club branding: a developing league perspective

Prince Yao Amu, Bedman Narteh and Prince Kodua

African Journal of Economic and Management Studies, 2024, vol. 15, issue 3, 557-571

Abstract: Purpose - The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective. Design/methodology/approach - Using a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure. Findings - The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not. Originality/value - This study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.

Keywords: Functional value; Social value; Epistemic value; Economic value; Emotional values (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ajemsp:ajems-04-2023-0127

DOI: 10.1108/AJEMS-04-2023-0127

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