Citation:

Teddy Pebrian Kurnia Sandy, Sunaryo, Radityo Putro Handrito. "The Effect of Team Brand Image Towards Fan Loyalty: Mediated by Satisfaction and Moderated by Team Performance" International Research Journal of Economics and Management Studies, Vol. 2, No. 4, pp. 659-665, 2023.

Abstract:

The loyalty practices of Liga 1 Indonesia football club followers are the main subject of this study. This study aims to investigate and evaluate the roles that team achievement and fulfilment play as moderators and mediators in the relationship between fan loyalty and team brand image. The population in this study were 4 supporters of football teams in East Java who had watched football matches at least 2 times. The number of samples in this study was 248 respondents using the purposive sampling method. Using the SmartPLS 3 application, Partial Least Squares (PLS) analysis is the method employed. The study's findings show that fan loyalty is significantly impacted by the direct relationship between team brand image and fan loyalty. Team brand image has a significant effect on satisfaction. Satisfaction affects fan loyalty. The indirect effect through satisfaction shows a partial mediating role between the relationship between team brand image and fan loyalty. The indirect effect through team performance shows no moderating role between the relationship between team brand image and satisfaction.

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Keywords:

Team Brand Image, Satisfaction, Team Performance, Fan Loyalty.