Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

TLDR

The study investigates how fan engagement, team brand image, and cumulative fan satisfaction drive attitudinal and behavioural loyalty among Australian A‑League soccer fans, with enduring involvement moderating these effects. A convenience sample of 207 Australian A‑League fans completed a paper‑and‑pencil survey at a major east‑coast university to assess the focal constructs. PLS‑SEM analysis revealed that fan engagement enhances team brand image and satisfaction, which in turn increase attitudinal and behavioural loyalty; enduring involvement moderates the brand‑image‑loyalty links and mediates attitudinal loyalty, offering insights for fan‑centric marketing.

Abstract

Purpose The purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator. Design/methodology/approach A convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university. Findings Using partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty. Originality/value This study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.