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The role of the brand in perceived service performance: Moderating effects and configurational approach in professional football

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  • Calabuig, Ferran
  • Prado-Gascó, Vicente
  • Núñez-Pomar, Juan
  • Crespo-Hervás, Josep

Abstract

This research aims to determine the effects of brand credibility and brand congruence on future intentions, perceived value, and spectators’ satisfaction among the fans of a first division football team by combining two complementary methodological approaches, lineal models (the PROCESS macro) and fuzzy set qualitative comparative analysis (fsQCA). The effects of brand credibility and brand congruence were tested in a sample of 536 fans of a first division Spanish football club aged from 18 to 70 (70.2% men). The results suggest direct, positive, and significant effects of brand congruence and brand credibility on perceived value and future intentions. In contrast, in predicting spectators' satisfaction, only brand credibility was a significant positive predictor. Brand credibility significantly predicts spectators’ satisfaction. A moderating effect of brand credibility in the effect of perceived value on future intentions was observed, and a moderating effect of brand congruence in the effect of satisfaction on future intentions was observed. Spectators’ satisfaction seems to be a necessary condition of high future intentions while a lack of congruence seems to be a necessary condition of low future intentions. The findings contribute to understanding how brand credibility and brand congruence relate to service evaluations in professional football

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  • Calabuig, Ferran & Prado-Gascó, Vicente & Núñez-Pomar, Juan & Crespo-Hervás, Josep, 2021. "The role of the brand in perceived service performance: Moderating effects and configurational approach in professional football," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    • Handle: RePEc:eee:tefoso:v:165:y:2021:i:c:s0040162520313639
    DOI: 10.1016/j.techfore.2020.120537
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    References listed on IDEAS

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    Cited by:

    1. Hammerschmidt, Jonas & Durst, Susanne & Kraus, Sascha & Puumalainen, Kaisu, 2021. "Professional football clubs and empirical evidence from the COVID-19 crisis: Time for sport entrepreneurship?," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    2. Shi, Xiaoxiao & Evans, Richard & Shan, Wei, 2022. "Solver engagement in online crowdsourcing communities: The roles of perceived interactivity, relationship quality and psychological ownership," Technological Forecasting and Social Change, Elsevier, vol. 175(C).

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