Mills, M orcid.org/0000-0002-7297-5435, Oghazi, P, Hultman, M et al. (1 more author) (2022) The impact of brand communities on public and private brand loyalty: A field study in professional sports. Journal of Business Research, 144. pp. 1077-1086. ISSN 0148-2963
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.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2022 The Author(s). Published by Elsevier Inc. This is an open access article under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) |
Keywords: | Brand community; Brand identification; Brand loyalty; Public loyalty; Private loyalty |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 07 Mar 2022 12:38 |
Last Modified: | 25 Jun 2023 22:55 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2022.02.056 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:184235 |
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