More than Performance: Configurational Paths from Footballer Brand Image to Fans’ Emotional Attachment and Brand-Related Intentions

Abstract

Purpose: This study examines how distinct dimensions of professional football players’ brand image influence fans’ emotional attachment, and how this attachment subsequently affects fans’ behavioral intentions toward brands endorsed by those players. Methodology: Using data from 638 Spanish football fans, the study applies structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to assess the impact of specific on-field and off-field brand image dimensions on fans’ emotional attachment. A dimension-level approach was adopted to capture the unique effects of each dimension, while some were subsequently grouped during the analysis phase for technical validity and analytical parsimony. Findings: SEM results show that fans feel more attached to players excelling on the field, acting as team-oriented leaders, and sharing compelling life stories. Conversely, an emphasis on physical appearance was negatively associated with emotional attachment. Fans’ emotional attachment, in turn, had a strong positive effect on behavioral intentions. fsQCA identified two alternative pathways to strong fans’ emotional attachment: one based on outstanding performance and emotional storytelling, and another driven by ethical conduct and relational warmth. Implications: The findings challenge assumptions that aesthetic appeal enhances fan engagement and highlights the importance of authentic narratives and ethical behavior in building emotional bonds. The study offers new insights for clubs, sponsors, and athletes seeking to cultivate meaningful and sustainable fan relationships.