The Effect of Brand Management Practices on Fan Base Loyalty: The Case of Saint George and Ethiopian Coffee Football Clubs
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Date
2016-06
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Addis Ababa University
Abstract
The purpose of this paper is to investigate the effect of brand management practices on fan base loyalty of Saint George and Ethiopia Coffee Football Clubs. A structured questionnaire and interview was developed. The hypotheses were simultaneously tested on a sample of 347 fans out of 384 distributed, giving a valid response rate of 90.36 percent. Several analytical techniques were used to assess the relationships among the variables under investigation such as correlation and multiple regressions. The applications used to analyze and examine the hypotheses are the Statistical Package for Social Sciences. The findings of this study have shown a significant effect of brand awareness, brand identity, brand association and brand image on fan base loyalty at the level of (α ≤ 0.05). The mean scores of brand awareness, brand identity, brand association, brand image and fan base loyalty range from 2.27 to 2.66 which is below average. The results are useful in identifying areas for strategic focus to increase the fan base loyalty of football clubs. As evident from the finding section that the study was conducted in two selected football clubs in Addis Ababa, applicability of the results in other football clubs may result differently. Further, as the study is conducted in the football industry, application of the same in other team sports, like; athletics, volleyball and other team sports may not come up with the same findings
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Brand Association, Brand Awareness, Brand Identity