Title: Digital consumer-based branding among football clubs: determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms

Authors: Arian Matin; Tornike Khoshtaria; Metin Mercan; Ilia Botsvadze

Addresses: International Black Sea University, Tbilisi, Georgia ' Teaching University Geomedi, Tbilisi, Georgia ' International Black Sea University, Tbilisi, Georgia ' International Black Sea University, Tbilisi, Georgia

Abstract: This study seeks to investigate consumer behaviour towards elements of green branding among football clubs. The research develops a framework for football clubs to increase consumer purchase intention towards green brand extensions offered online. The study utilises consumer brand-based equity (CBBE) model to discover branding elements among football clubs. A survey of 473 football fans in Georgia was conducted. The results were analysed by employing SEM and FSQCA. The findings indicate that team's venue and facilities as well as social identity directly impact loyalty and purchase intention towards green brand extensions online. The analysis also determined the mediating role of brand loyalty amplifying the direct effects. FSQCA analysis offers three configurations for two main subsamples of football fans by placing green brand extensions as the outcome. The research fills the gap in knowledge by offering a new insight into green consumer behaviour, utilising football clubs' tangible and intangible assets.

Keywords: branding; digital marketing; sports marketing; consumer behaviour; green purchase intention; consumer-based brand equity; fuzzy set qualitative comparative analysis.

DOI: 10.1504/IJTMKT.2023.133971

International Journal of Technology Marketing, 2023 Vol.17 No.4, pp.378 - 408

Received: 11 Nov 2022
Accepted: 02 Jan 2023
Published online: 06 Oct 2023 *

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