Guimaraes, G., Stride, C.B. orcid.org/0000-0001-9960-2869 and O'Reilly, D.T. orcid.org/0000-0001-9028-7743 (2016) Brand Community, Loyalty and Promise in myfootballclub.co.uk. Sport, Business and Management: An International Journal, 6 (2). pp. 137-157. ISSN 2042-678X
Abstract
Purpose The primary purpose of this paper is to link the notions of brand community, loyalty and promise as a reminder to marketers of the importance to brands of keeping their commercial promises to brand community members. Design/methodology/approach The paper reports on a questionnaire survey (n=500) of members of a sport brand community as part of an investigation into the relationship between brand community and brand loyalty. Findings Brand loyalty was predicted by age, frequency of attendance, motivations for joining the brand community and the degree to which expectations built by the brand promise are met. Research limitations/implications In common with many inquiries in the area of brand community, this is a single case study. It is primarily a cross-sectional study, with a minor longitudinal element. Practical implications Branding practitioners and consultants with responsibility for brand community management issues need to balance the consumer-to-consumer dimensions of community with a careful understanding and operationalisation of the brand promise. Originality/value (mandatory): This is the first paper to integrate the constructs of brand community and brand loyalty with that of brand promise.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016 Emerald Publishing Group. This is an author produced version of a paper subsequently published in Sport, Business and Management: An International Journal. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Brand management; Brand community; brand loyalty; brand promise; myfootballclub.co.uk |
Dates: |
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Institution: | The University of Sheffield |
Academic Units: | The University of Sheffield > Faculty of Social Sciences (Sheffield) > Management School (Sheffield) |
Depositing User: | Symplectic Sheffield |
Date Deposited: | 12 Aug 2016 11:47 |
Last Modified: | 11 Oct 2017 16:43 |
Published Version: | https://doi.org/10.1108/SBM-09-2012-0039 |
Status: | Published |
Publisher: | Emerald |
Refereed: | Yes |
Identification Number: | 10.1108/SBM-09-2012-0039 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:101147 |
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