Greek sport fans' evaluation of football leagues' brand associations and their influence on brand loyalty. The case of UEFA champions league

Abstract

PurposeThe purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty.Design/methodology/approachA questionnaire was developed and tested through a pilot test (N = 120) and the final questionnaire was administered among Greek sport spectators (N = 460). The factor structure was tested through an exploratory factor analysis and a regression analysis was used to examine the predictability of fans' brand loyalty by the league brand association dimensions.FindingsSix brand association factors were revealed through the exploratory factor analysis: elite management, entertainment, elite-sportsmanship participants, escape, elite refereeing and corporate identity. In addition, new brand associations and elements were found: elite refereeing which included fast football and the league anthem was found to coexist with logo. Elite management, entertainment, escape and corporate identity were found to influence brand loyalty variables.Practical implicationsThe study revealed a useful tool to measure sport leagues' brand associations, to measure their influence on Greek fans' loyalty and build strong, unique and favourable consumer-based brand associations.Originality/valueThe paper contributes to the sports brand associations research by examining brand associations in the context of European leagues and elite-level football competitions. It also contributes by identifying and revealing new brand associations and new elements to co-exist with other already known sports brand associations. Finally, it examines the influence of the new brand-specific associations to the brand loyalty of the “UEFA Champions League” competition for Greek sport fans.

Millennial football fan participation: the influence of football video games on play and engagement

“…The findings of this study support such a proposition, evidencing that playing FVGs increases millennial football fans engagement with the sport. Anagnostou and Tzetzis (2021) reveal that through football spectating, fans experience a “different world,” the “magic world of football” full of emotions, clashes, stars, goals and spectacle. These experiences may explain what players of FVGs obtain in the digital world, highlighting the joy that can come from immersing oneself deeper in a sport they love through playing related video games.…”

“…Thus, as a key goal of professional football clubs, beyond success on the field, is to operate as a successful commercial business, viewing fans as a primary stakeholder is essential (Lefebvre et al, 2020). This is no different for most community and semi-professional football clubs, as Anagnostou and Tzetzis (2021) highlight that loyalty to team sports is of great significance. Evidently, football fans are central to the success of the club or code despite knowledge of sports fandom and how it affects consumer behavior still being nascent (Mansfield, 2020).…”

“…Fandom is typified by feeling close to others of the same shared interest, such as pop culture, a celebrity or a sport (Thorne and Bruner, 2006). For football fans, the subject of their fandom can be an escape from the everyday routines and problems of life (Anagnostou and Tzetzis, 2021). Football fan engagement is shown to enhance fan satisfaction and one’s association with the brand of the team (Yun et al ., 2021).…”

“…In doing so, the drivers of many social and economic benefits are overlooked. Moreover, such fan behaviors are not understood in highly competitive sporting markets such as Australia, where football is not a dominant code (Yun et al ., 2021), whilst little empirical SVG research has been conducted (Anagnostou and Tzetzis, 2021). By addressing these gaps, significant value is provided to business and management stakeholders charged with drawing millennials away from digital technologies such as video games and out onto sporting fields and engaging with their sport.…”

Online consumer reviews of a sport product: an alternative path to understanding brand associations

“…Many scholars must go to extensive lengths to properly recruit and assess consumers’ perceptions towards brand associations (e.g. Anagnostou and Tzetzis, 2021). A plethora of studies have explored online consumer reviews in various areas including marketing, tourism, and informatics.…”