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The Determinants of Brand Loyalty in the Context of Football Clubs

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The Determinants of Brand Loyalty in the Context of Football Clubs Escola de Gestão Consumer brand relationships - The determinants of brand loyalty in the context of football clubs Nuno Sérgio Vinhas da Silva Tese especialmente elaborada para obtenção do grau de PhD Management Orientador: Doutor Nelson António, Professor Catedrático, ISCTE-Instituto Universitário de Lisboa Co-orientador: Doutor José Crespo de Carvalho, Professor Catedrático, Universidade Nova de Lisboa Novembro, 2017 Membros do júri: Doutora Hélia Maria Gonçalves Pereira Professora Auxiliar – Departamento de Marketing, Operações e Gestão Geral, ISCTE-IUL Doutor Carlos Henrique Figueiredo Melo de Brito Professor Associado, Faculdade de Economia da Universidade do Porto Doutora Leonor Vacas de Carvalho Professora Auxiliar da Universidade de Évora Doutor José Duarte Moleiro Martins Professor Adjunto do Instituto Superior de Contabilidade e Administração de Lisboa. Instituto Politécnico de Lisboa Doutor Álvaro Augusto Rosa Professor Auxiliar – Departamento de Marketing, Operações e Gestão Geral, ISCTE-IUL Doutor Nelson José Santos António Professor Catedrático – Departamento de Marketing, Operações e Gestão Geral, ISCTE-IUL Consumer brand relationships – The determinants of brand loyalty in the context of football clubs Abstract The present research resides within the field of consumer brand relationships and is grounded in the Service dominant logic (S-D logic) marketing stance as framework. Following the realisation of a lack of works in this novel marketing approach addressing the area of emotions with service brands, the present research aims to fill this gap by achieving a more comprehensive knowledge of the underlying components responsible for the occurrence of brand loyalty with emotion-laden brands, and for the emotional consequences and attitudes the supporters of the brand are faced with. This was addressed by following an exploratory approach on a single industry (i.e. football) in the European context. Where, the primary unit of analysis of this research is the individual as a resource integrator/beneficiary as part of a wider social network engaged with the brand. Integrating the emerging view on consumer brand relationship theory where brands are dynamic and actively co-created entities that evolve with consumers and cultures in kind (Allen et al., 2008) and in line with theoretical framework of this research, S-D logic. Therefore, a bibliometric study was initially carried out on the S-D logic literature, followed by a critical review of the research areas that underpinned this research, which collectively defined the implementation of the subsequent research stages. Resulting in a mix methods approach, comprising of a qualitative study with 46 interviews on three Portuguese football clubs and a quantitative study with 842 respondents across six European countries. A service brand model is proposed where brand loyalty is built from the interaction of the five constructs identified (brand associations, involvement, satisfaction, emotional attachment, and trust), with emotional attachment representing a crucial construct. Providing brand managers, the knowledge on how to improve the level of relationship between the organisation and its consumers. Moreover, this research brings to the forefront of S-D logic research the consumer brand relationship realm, more specifically the concept of emotions with service brands. Key words: Service dominant logic; bibliometric studies; consumer brand relationships; brand loyalty; emotional attachment; ii Consumer brand relationships – The determinants of brand loyalty in the context of football clubs Resumo O presente estudo integra-se na teoria dos relacionamentos do consumidor com a marca, tendo a lógica dominante de serviço (lógica D-S) como enquadramento. Dado que existe uma escassez de estudos relativamente às emoções para com as marcas de serviço nesta singular abordagem do marketing, o presente estudo pretende reduzir esta lacuna através da aquisição de um conhecimento mais abrangente dos componentes responsáveis pelo surgimento da lealdade para com marcas de cariz emocional, e que contribuem para níveis emocionais mais elevados em termos das atitudes e consequências dai resultantes para os apoiantes da marca. Estes aspetos foram considerados seguindo uma abordagem exploratória numa única industria, a do futebol num contexto europeu. Onde a principal unidade de analise desta pesquisa é o individuo como integrador/beneficiário envolvido com a marca, fazendo parte de uma network social mais abrangente. Incorporando a perspetiva emergente na teoria de relacionamento do consumidor com a marca onde as marcas são dinâmicas e são entidades cocriadas que evolvem com os consumidores e suas culturas (Allen et al., 2008) em linha com o enquadramento teórico desta pesquisa, lógica D-S. Consequentemente, um estudo bibliométrico da literatura referente à lógica dominante de serviço foi conduzido numa primeira fase, seguido de uma revisão critica das áreas de pesquisas que integram esta pesquisa, definindo a implementação das etapas de pesquisa subsequentes. Resultando numa abordagem de métodos mistos, correspondente a um estudo qualitativo com 46 entrevistas referentes a três clubes Portugueses de futebol e um estudo quantitativo com 842 inquiridos em seis países Europeus. Um modelo de marca de serviço é proposto onde a lealdade à marca é construída com base na interação de cinco construtos identificados (associações à marca, envolvimento, satisfação, ligação emocional, e confiança), de onde a ligação emocional se evidencia como um construto crucial. Permitindo aos gestores de marcas o conhecimento de como incrementar o nível de relacionamento entre a organização e os seus consumidores. Acresce o facto de que esta pesquisa salienta a relevância empírica da área de relacionamento do consumidor com a marca, em particular o conceito das emoções com marcas de serviço, na literatura referente à logica dominante de serviço. Palavras chave: Lógica dominante de serviço; estudos bibliométricos; relacionamentos do consumidor com a marca; lealdade à marca; ligação emocional; iii Consumer brand relationships – The determinants of brand loyalty in the context of football clubs List of publications by Candidate Published Journal Papers 1. Silva, S. V.*, Nelson, A. and Carvalho, J. C. (2018) The First decade of service dominant logic research – a bibliometric analysis. International Journal Business Excellence, 14(4): 523-544 2. Silva, S. V.*, Nelson, A. and Carvalho, J. C. (2017) Analysis of the service dominant logic network, authors, and articles. The Services Industries Journal, 37(2): 125-152 Journal Manuscripts under Review 1. Silva, S. V.*, Nelson, A. and Carvalho, J. C. (2017) Service Brand Loyalty – The Role of Emotional Attachment in Iconic Brand Building: The Case of Football Club. Journal of Consumer Marketing iv Consumer brand relationships – The determinants of brand loyalty in the context of football clubs Acknowledgments Completion of this Doctoral research would not have been possible without the support and assistance of numerous people throughout the research project. I would like to express my appreciation to my Principal Supervisor, Prof. Nelson António, and Associate Supervisor, Jose Crespo de Carvalho. Their support, guidance and professional advice provided to me throughout the duration of the research has been invaluable and I am extremely grateful for their assistance. I would like to express my gratitude and appreciation to Prof. Rui Vinhas da Silva and Prof. Jeffrey Henderson for their support and assistance throughout the process of submission of the articles that compose this thesis. Finally, appreciation is extended to the staff of the School of Management of ISCTE for their support throughout my Doctoral research studies. v Consumer brand relationships – The determinants of brand loyalty in the context of football clubs Dedication I would like to dedicate this thesis to those that always stood by my side in this quest, throughout the good and bad, and mostly during the various doubtful moments. Giving me the strength and belief to perseverate and not to subside in face of the challenge presented. Teaching me the valuable lesson that any journey in life is always more meaningful next to those we love, not because of the demands of the quest, but mostly because one is truly fortunate to share the amazing feeling of reaching the so much desired goal. To my family, to my parents and my brother. The most amazing persons I have had the privilege to relate with. Without them this would surely not have been possible. A special dedication to my two proudest achievements in life, my babies Inês and Gustavo. For showing me, what unconditional love really means and for turning me into a better human being, making me feel more complete and special every single moment. To all the above my sincere thanks, I am truly nothing without you. vi Consumer brand relationships – The determinants of brand loyalty in the context of football clubs Table of Contents Abstract ............................................................................................................................. ii Resumo ............................................................................................................................ iii List of publications by Candidate .................................................................................... iv Acknowledgments ............................................................................................................ v Dedication
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