Towards a Three-Component Model of Fan Loyalty: A Case Study of Chinese Youth

Zhang, Xiaoxiao; Li, Liu; Zhao, Xian; Zheng, Jian; Yang, Meng; Jiqi, Zhang

doi:10.1371/journal.pone.0124312

Cited by 7 publications

(30 citation statements)

References 44 publications

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“…The recent trends in the sports industry such as commercialization and professionalization of sports highlight the significance of loyal fans as an essential stimulus of the competitive advantage of athletes (Hart, 2017). Fan loyalty is an explicit expression of loyalty by fans toward an object or a person and their prejudice in both daily and scientific discourses (Zhang et al , 2015). It is a close link between fans to athletes, which is expressed through strong dependency and affection toward their favorite athletes (Compton, 2016).…”

Section: Literature Reviewmentioning

confidence: 99%

Testing the impact of athlete brand image attributes on fan loyalty

Mahmoudian

Boroujerdi

Mohammadi

et al. 2020

JBIM

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Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

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Section: Literature Reviewmentioning

confidence: 99%

Testing the impact of athlete brand image attributes on fan loyalty

Mahmoudian

Boroujerdi

Mohammadi

et al. 2020

JBIM

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“…Basis penggemar yang setia dapat memfasilitasi pengamanan hak siar media, peluang sponsor, dan pendapatan iklan (Steven & Rosenberger,2012). Istilah "loyalitas penggemar" menggambarkan kesetiaan yang dirasakan dan diungkapkan oleh penggemar terhadap objek fanatismenya (Zhang et al, 2015). Tidak ada pandangan loyalitas yang disepakati secara umum.…”

Section: Landasan Teori Dan Pengembangan Hipotesisunclassified

“…Tidak ada pandangan loyalitas yang disepakati secara umum. Sebagian besar peneliti menyelidiki topik ini dalam konteks konsumsi (Zhang et al, 2015). Beberapa peneliti berfokus untuk memisahkan perilaku dan pemikiran orang terkait dengan loyalitas (Zhang et al, 2015).…”

Section: Landasan Teori Dan Pengembangan Hipotesisunclassified

Analisis Relationship Marketing dalam Peningkatan Loyalitas Komunitas Penggemar Idola K-Pop

Wirdah

Winarto

Hambalah

2023

inobis

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Pertumbuhan industri musik Korea Selatan telah membawa popularitas boy group dan girl group yang semakin meningkat. Salah satu boy grup Korea Selatan yang paling dikenal di dunia adalah BTS (Bangtan Sonyeondan). BTS berhasil menorehkan banyak prestasi lokal dan internasional setelah dukungan dan kesetiaan para penggemar yang berkumpul dalam komunitas penggemar yang dikenal sebagai ARMY (Adorable Representative MC for Youth). ARMY memberikan dukungan yang masif dan konsisten untuk BTS. Loyalitas ARMY kepada BTS menunjukkan hubungan yang solid antara idola dan penggemar. Karena itu. penelitian ini akan mengkaji bagaimana BTS menerapkan pendekatan relationship marketing dalam membangun loyalitas komunitas penggemarnya. Metode yang digunakan dalam penelitian ini adalah metode penelitian pemasaran dengan pendekatan etnografi. Penelitian etnografi merupakan salah satu bagian dari penelitian kualitatif. Hasil penelitian ini menunjukkan bahwa relationship marketing dapat membentuk loyalitas ARMY melalui 3 variabel yaitu; kepuasan, kepercayaan, dan komitmen. Kepuasan akan tercapai jika penampilan BTS dapat memenuhi ekspektasi ARMY. Selanjutnya, ARMY yang puas dengan penampilan BTS akan mempercayai BTS dengan menambah koleksi album dan/atau merchandise BTS. Pada tahap komitmen, ARMY akan menunjukkan kesetiaan kepada BTS dengan berpartisipasi dalam promosi BTS secara sukarela, seperti meningkatkan penjualan album, meningkatkan penayangan, dan mendapatkan voting. Berdasarkan hasil penelitian yang telah dipaparkan secara singkat, dapat disimpulkan bahwa loyalitas ARMY terhadap BTS telah berhasil dibangun melalui pendekatan relationship marketing.

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“…It seems essential to identify the mediating elements in relation to some important variables with the loyalty of fans. Meanwhile, the satisfaction of fans is among the most important mediating variables and the loyalty predictions, and this satisfaction reflects how much they felt positive or negative at the time of their support to their team's performance (22). Other scholars also describe satisfaction as one of the most important predictors of fans' loyalty and the willingness to re-enter the stadium.…”

Section: Satisfactionmentioning

confidence: 99%

The Impact of Team Reputation and Team Quality on the Loyalty of the Fans of Iranian National Volleyball Team: A Mediating Role of Satisfaction

Elahi

Mahmoudi

AkbariYazdi

2018

Ann. Appl. Sport Sci

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Background. Attention to the loyalty of fans to the long-term success of sports organizations has become increasingly important. On this note, it seems necessary to pay attention to the variables that predict and influence the loyalty of spectators. Objectives. The aim of this study was to determine the mediating role of satisfaction in the effect of team reputation and team quality on the loyalty of the fans of national volleyball team in Iran. Methods. For this reason, five Ponzi et al. (2011) team reputation, Oliver (1980 satisfaction, Mahony (2000) behavioral loyalty, and Zhang et al. (1997) team quality questionnaires were used. Asample of 261 fans that were present at the World League Championship to see the Iranian national volleyball teams were randomly selected and questionnaires were distributed among them. Results. The results of structural equation modeling showed that team quality and team reputation are strong predictors of loyalty of fans (β = 0.691, β = 0.681). In addition, the satisfaction of fans has a mediating role in the relationship between team reputation and team quality with loyalty of fans (β = 0.043, p < 0.05). Conclusion. In view of the fact that the impact factor of two team quality and team reputation variables on the loyalty was high, paying attention to these two variables is very important in the formation of loyalty of the fans of the national team of Iran and strong strategies must be devised to achieve this.

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Towards a Three-Component Model of Fan Loyalty: A Case Study of Chinese Youth

Cited by 7 publications

References 44 publications

Testing the impact of athlete brand image attributes on fan loyalty

Testing the impact of athlete brand image attributes on fan loyalty

Analisis Relationship Marketing dalam Peningkatan Loyalitas Komunitas Penggemar Idola K-Pop

The Impact of Team Reputation and Team Quality on the Loyalty of the Fans of Iranian National Volleyball Team: A Mediating Role of Satisfaction

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