Analysis of brand love on English football teams

Rahida Abd Rahman and Azleen Ilias (2024) Analysis of brand love on English football teams. International Journal of Research and Innovation in Social Science, IX. pp. 1-19. ISSN 2454-6186

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Abstract

This study aims to see the emergence of brand love for English Premier League (EPL) football teams. It was conducted on EPL football fans in Malaysia. The data was collected using an online questionnaire sent via social media to reach 150 respondents. Brand love is a construct composed of six dimensions: emotional attachment, high quality, brand connection, intrinsic rewards, thinking, and passion. The results indicated that the consequences of brand love for football teams are loyalty, word-of-mouth, and willingness to invest time.

Item Type:	Article
Keyword:	Brand love, Football teams, Loyalty, Sports marketing
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure > GV557-1198.995 Sports > GV712-725 Athletic contests. Sports events G Geography. Anthropology. Recreation > GV Recreation Leisure > GV557-1198.995 Sports > GV861-1017 Ball games: Baseball, football, golf, etc.
Department:	FACULTY > Labuan Faculty of International Finance
Depositing User:	ABDULLAH BIN SABUDIN -
Date Deposited:	23 May 2025 15:21
Last Modified:	23 May 2025 15:21
URI:	https://eprints.ums.edu.my/id/eprint/43860

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