2026-05-30T06:30:49Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/412882026-02-03T11:35:22Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc López-Tenorio, Pablo J. author Ruiz-Alba Robledo, José Luis author De Matías, Jesús author 2025-09-22 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. 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 https://hdl.handle.net/10630/41288 10.1108/IJSMS-06-2025-0280 Fútbol - Aspectos psicológicos Futbolistas - Marketing Gestión de producto More than Performance: Configurational Paths from Footballer Brand Image to Fans’ Emotional Attachment and Brand-Related Intentions