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The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

The Role of Brand and Fan Personalities in Building Fan-Brand Relationships

Mohamed Mosaad, Ehab AbouAish, Mohamed H. Elsharnouby
Copyright: © 2022 |Volume: 13 |Issue: 1 |Pages: 21
ISSN: 1947-9247|EISSN: 1947-9255|EISBN13: 9781683181552|DOI: 10.4018/IJCRMM.289212
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MLA

Mosaad, Mohamed, et al. "The Role of Brand and Fan Personalities in Building Fan-Brand Relationships." IJCRMM vol.13, no.1 2022: pp.1-21. http://doi.org/10.4018/IJCRMM.289212

APA

Mosaad, M., AbouAish, E., & Elsharnouby, M. H. (2022). The Role of Brand and Fan Personalities in Building Fan-Brand Relationships. International Journal of Customer Relationship Marketing and Management (IJCRMM), 13(1), 1-21. http://doi.org/10.4018/IJCRMM.289212

Chicago

Mosaad, Mohamed, Ehab AbouAish, and Mohamed H. Elsharnouby. "The Role of Brand and Fan Personalities in Building Fan-Brand Relationships," International Journal of Customer Relationship Marketing and Management (IJCRMM) 13, no.1: 1-21. http://doi.org/10.4018/IJCRMM.289212

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Abstract

Football fans are consumers with special relationship with their favourite teams. Consumer-brand relationship is unique and ultimate in football context. However, the absence of these relationships is mainly due to a lack of communication and interaction. This research aims to investigate the impact of brand personality and fan personality on fan- brand relationships. Mixed methods were conducted that employed in-depth personal interviews with football professionals and fans to gain better insights regarding consumer-brand relationships and to develop a conceptual framework and research hypotheses. Then, a quantitative phase has been followed to test these hypotheses. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The findings have shown that brand personality and fan personality have a positive impact on each of interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy as consumer-brand relationship dimensions in the football context.