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The role of perceived value in football club branding: a developing league perspective

Author

Listed:
  • Prince Yao Amu
  • Bedman Narteh
  • Prince Kodua

Abstract

Purpose - The purpose of this study is to identify which dimensions of perceived value best mediate football club branding and fan loyalty from a developing league perspective. Design/methodology/approach - Using a cross-sectional design, we collected data using questionnaires from football fans in Ghana (N = 700). The data were analysed using SmartPLS V3, applying structural equation modelling with bootstrapping procedure. Findings - The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas epistemic and economic values did not. Originality/value - This study contributes to sports management literature by identifying the dimensions of perceived value that will be relevant in the development of club brands in the developing league context.

Suggested Citation

  • Prince Yao Amu & Bedman Narteh & Prince Kodua, 2024. "The role of perceived value in football club branding: a developing league perspective," African Journal of Economic and Management Studies, Emerald Group Publishing Limited, vol. 15(3), pages 557-571, March.
    • Handle: RePEc:eme:ajemsp:ajems-04-2023-0127
    DOI: 10.1108/AJEMS-04-2023-0127
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