Digital consumer-based branding among football clubs: determinants of brand loyalty and purchase intention towards green brand extensions offered through digital platforms
by Arian Matin; Tornike Khoshtaria; Metin Mercan; Ilia Botsvadze
International Journal of Technology Marketing (IJTMKT), Vol. 17, No. 4, 2023

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.

Online publication date: Fri, 06-Oct-2023

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