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The impact of brand communities on public and private brand loyalty: A field study in professional sports

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  • Mills, Mark
  • Oghazi, Pejvak
  • Hultman, Magnus
  • Theotokis, Aristeidis

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.

Suggested Citation

  • Mills, Mark & Oghazi, Pejvak & Hultman, Magnus & Theotokis, Aristeidis, 2022. "The impact of brand communities on public and private brand loyalty: A field study in professional sports," Journal of Business Research, Elsevier, vol. 144(C), pages 1077-1086.
    • Handle: RePEc:eee:jbrese:v:144:y:2022:i:c:p:1077-1086
    DOI: 10.1016/j.jbusres.2022.02.056
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