Keeping the ball rolling: using the S-O-R framework to investigate the determinants of football fan loyalty

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dc.contributor.authorRAHMAN, M. M.
dc.contributor.authorROSENBERGER, P. J.
dc.contributor.authorYUN, J. H.
dc.contributor.authorOLIVEIRA, MAURO JOSÉ DE
dc.contributor.authorKOCHER, S.
dc.date.accessioned2023-09-01T06:04:21Z
dc.date.available2023-09-01T06:04:21Z
dc.date.issued2023-08-15
dc.description.abstract© 2023, Emerald Publishing Limited.Purpose: Insights into how fan experience can be used to cultivate football (soccer) fan loyalty are limited. Based on the stimulus–organism–response (S-O-R) paradigm, this study develops and tests a theoretical model investigating the effects of football-game socialisation, team interest, football interest and transaction satisfaction (stimuli) on fanship and cumulative satisfaction (organism), and subsequently, attitudinal loyalty and behavioural loyalty (response). National culture was a moderator. Design/methodology/approach: A self-administered online survey collected data from a convenience sample of 762 football fans from Brazil, China and Germany. Findings: The PLS-SEM results support the S-O-R based model, indicating that football fan-loyalty behaviours are determined by fanship and cumulative satisfaction with the team. Fan experiences, in turn, are also found to be influenced by fan perceptions relating to socialisation, team interest, football interest and transaction satisfaction—elements over which the football team's management may exert some degree of control. Some national cultural differences were found, with three of the model's 12 structural paths significantly different for Germany vis-à-vis Brazil. Originality/value: This study advances the authors’ understanding of the significance of socialisation and fan-interest factors for football, providing evidence supporting the role of the fan experience and service-consumption stimuli related to those game experiences as significant drivers (stimuli) of the fan's affective (fanship) and cognitive states (cumulative satisfaction). This study enriches the limited body of evidence on fanship's role as a driver of attitudinal and behavioural loyalty. Finally, the multi-country study partially supports the moderation effect of national culture.
dc.identifier.citationRAHMAN, M. M.; ROSENBERGER, P. J.; YUN, J. H.; OLIVEIRA, MAURO JOSÉ DE; KOCHER, S. Keeping the ball rolling: using the S-O-R framework to investigate the determinants of football fan loyalty, Asia Pacific Journal of Marketing and Logistics, aug. 2023.
dc.identifier.doi10.1108/APJML-02-2022-0126
dc.identifier.issn1758-4248
dc.identifier.urihttps://repositorio.fei.edu.br/handle/FEI/5088
dc.relation.ispartofAsia Pacific Journal of Marketing and Logistics
dc.rightsAcesso Restrito
dc.subject.otherlanguageBrazil
dc.subject.otherlanguageChina
dc.subject.otherlanguageConsumer experience
dc.subject.otherlanguageCulture
dc.subject.otherlanguageFan loyalty
dc.subject.otherlanguageFanship
dc.subject.otherlanguageFootball
dc.subject.otherlanguageGermany
dc.subject.otherlanguagePLS-SEM
dc.subject.otherlanguageS-O-R
dc.subject.otherlanguageSatisfaction
dc.subject.otherlanguageSoccer
dc.titleKeeping the ball rolling: using the S-O-R framework to investigate the determinants of football fan loyalty
dc.typeArtigo
fei.scopus.citations0
fei.scopus.eid2-s2.0-85167699360
fei.scopus.updated2024-05-01
fei.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85167699360&origin=inward
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