The impact of brand communities on public and private brand loyalty: A field study in professional sports

This research examines the role that brand community plays in relationship between identification and loyalty. A theoretical framework was developed tested using an online survey of a UK professional basketball team. Study results reveal consumers’ has significant direct on both public private It also shows fully mediates consumer behavior towards brand, which is enacted publicly privately. The study adds to academic understanding identification, theory, importance differentiation loyalty, whilst providing guidance for branding practitioners.