RT Journal Article
T1 More than Performance: Configurational Paths from Footballer Brand Image to Fans’ Emotional Attachment and Brand-Related Intentions
A1 López-Tenorio, Pablo J.
A1 Ruiz-Alba Robledo, José Luis
A1 De Matías, Jesús
K1 Fútbol - Aspectos psicológicos
K1 Futbolistas - Marketing
K1 Gestión de producto
AB 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.
PB Emerald
YR 2025
FD 2025-09-22
LK https://hdl.handle.net/10630/41288
UL https://hdl.handle.net/10630/41288
LA eng
NO López-Tenorio PJ, Ruiz-Alba J, de Matías Batalla J (2025;), "More than performance: configurational paths from footballer brand image to fans’ emotional attachment and brand-related intentions". International Journal of Sports Marketing and Sponsorship, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJSMS-06-2025-0280
NO https://openpolicyfinder.jisc.ac.uk/id/publication/31305?from=single_hit
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026