Purpose

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.

Design/methodology/approach

The authors conducted a quantitative causal study using partial least squares (PLS) with a sample of 824 participants using an online questionnaire.

Findings

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.

Research limitations/implications

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.

Practical implications

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.

Originality/value

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.

中文翻译：

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你的爱有多深？品牌爱分析应用于足球队

目的

中心目标是确定在应用于橄榄球队的消费者心目中成为“钟爱”品牌的品牌的主要组成部分。

设计/方法/方法

作者使用偏最小二乘（PLS）进行了定量因果研究，并使用在线问卷对824名参与者进行了抽样。

发现

品牌热爱是由五个维度构成的：激情，与品牌的联系，内在奖励，情感依恋和思考以及频繁使用。这也表明，品牌热爱足球队的后果是忠诚度，投资意愿和口碑传播。

研究局限/意义

大型足球俱乐部的管理者必须强调与粉丝建立情感联系，并在建立长期情感关系方面制定营销策略，这将带来更多的投资。

实际影响

鉴于体育部门的竞争和国际环境，这些结论将对体育俱乐部的经理和制定赞助战略的公司有用。另一个重要的贡献是品牌在足球队中的理论贡献以及球迷作为消费者的心理理解。

创意/价值

这是首次尝试建立关于足球队的品牌热爱的背景和原因的模型，而西班牙也没有对此进行过分析。该分析不仅关注情感关系，还包括如何模拟粉丝可能的投资。