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The Factors Influencing Brand Love: Evidence from Moroccan Football

In: Contemporary Business Research in the Islamic World

Author

Listed:
  • Mohammed Hassouni

    (Ibn Tofail University)

  • Lamiae El Amrani

    (Mohammed V University)

  • Maha Bendahmane

    (Mohammed V University)

Abstract

One of the most enduring bonds a person may have is with their favorite football team. Football brand love can have a variety of effects and can be explained by a number of factors. This study's objective is to propose a brand love explanatory model that takes both antecedents and consequences into account. A survey has been distributed to 503 people in an effort to shed some light on this phenomena. Football brand love is influenced by prior success, peer pressure, celebrity players, and brand identification. Word-of-mouth, game attendance, product purchases, and club loyalty appear to be the outcomes of football brand love. The theoretical goal of this research is to close a theoretical gap in the literature of third-world sports. This study's managerial goal is to make recommendations for factors football club managers should take into account. The lack of moderating variables for brand love represents the study’s limitations. For future investigations, other variables could be taken into consideration.

Suggested Citation

  • Mohammed Hassouni & Lamiae El Amrani & Maha Bendahmane, 2024. "The Factors Influencing Brand Love: Evidence from Moroccan Football," Springer Proceedings in Business and Economics, in: John Fraedrich & Marina Pirtskalava & Tornike Khoshtaria & Hasan Terzi & Mehmet Bayirli & Baker Al S (ed.), Contemporary Business Research in the Islamic World, pages 165-184, Springer.
    • Handle: RePEc:spr:prbchp:978-981-97-5400-7_10
    DOI: 10.1007/978-981-97-5400-7_10
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