Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs

Extant research in marketing has recognised the importance of branding sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor determining their success. Brand elements building blocks brands used by brand managers create distinct associations consumers' minds, resulting recall recognition. This study employs context football explore relationship between symbol-related club towards club. We find that elements, history club, jersey logo positively influence The sheds light on for can help sponsors focus more investments matter, as opposed those which do not.