An investigation of the influence of brand image on fan loyalty of Mamelodi Sundowns fans.

Abstract

Loyalty of sports fans has been researched quite extensively in a European context, but rather less in South Africa. Brand image is held to be an important antecedent of fan loyalty. This study therefore investigates the influence of brand image on fan loyalty, using a sample of 100 fans of Mamelodi Sundowns FC . In addition to the verification of this link, causal modelling reveals a relationship between the major drivers of a club’s brand loyalty, namely brand image, attitudinal loyalty and behavioral loyalty.