{"title":"你的爱有多深?品牌喜爱分析在足球队中的应用","authors":"F. Martín, L. D. Toledo, P. Palos-Sánchez","doi":"10.1108/ijsms-10-2019-0112","DOIUrl":null,"url":null,"abstract":"The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.","PeriodicalId":47102,"journal":{"name":"International Journal of Sports Marketing & Sponsorship","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2020-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1108/ijsms-10-2019-0112","citationCount":"21","resultStr":"{\"title\":\"How deep is your love? Brand love analysis applied to football teams\",\"authors\":\"F. Martín, L. D. Toledo, P. Palos-Sánchez\",\"doi\":\"10.1108/ijsms-10-2019-0112\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.\",\"PeriodicalId\":47102,\"journal\":{\"name\":\"International Journal of Sports Marketing & Sponsorship\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2020-05-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1108/ijsms-10-2019-0112\",\"citationCount\":\"21\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Sports Marketing & Sponsorship\",\"FirstCategoryId\":\"95\",\"ListUrlMain\":\"https://doi.org/10.1108/ijsms-10-2019-0112\",\"RegionNum\":4,\"RegionCategory\":\"教育学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Sports Marketing & Sponsorship","FirstCategoryId":"95","ListUrlMain":"https://doi.org/10.1108/ijsms-10-2019-0112","RegionNum":4,"RegionCategory":"教育学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
How deep is your love? Brand love analysis applied to football teams
The central objective is to determine the main components of a brand that become a “beloved” brand in the minds of consumers applied to football teams.,The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.,Brand love is a construct composed of five dimensions: passion, connection with the brand, intrinsic rewards, emotional attachment and thinking and frequent use. It also demonstrates that the consequences of brand love for football teams are loyalty, willingness to invest and word-of-mouth communication.,Managers of large football clubs must emphasize achieving an emotional connection with their fans and develop their marketing strategies on building long-term emotional relationships which will result in greater investments.,Given the competitive and international environment of the sports sector, the conclusions will be of use for managers of sports clubs and companies that develop sponsorship strategies. Another important contribution is the theoretical contribution of the brand in football teams and the psychological understanding of fans as consumers.,This is the first attempt to establish a model of the background and causes of brand love with respect to football teams and a context also not analysed as is the Spanish one. The analysis does not only focus on the emotional relationship but also include how the possible investment of the fans is modelled.
期刊介绍:
The International Journal of Sports Marketing and Sponsorship is the world’s leading journal for the sports marketing industry. Published quarterly, it has met the rigorous standards required for a listing by both PsycINFO and the Social Sciences Citation Index (SSCI).