The effects of perceived customer engagement activities on attitudinal loyalty, customer-based brand equity (CBBE), and crowd attendances at local football clubs

Abstract

Objectives The main objective of this study was to review the existing literature and examine the relationship between customer engagement and crowd attendances of local football clubs in terms of customer-based brand equity (CBBE) and brand loyalty. Additionally, based on quantitative primary research, this study aimed to provide implications for sports marketers on how to increase crowd attendance at local football clubs.

Summary The research started with reviewing the existing literature on the topic, following with the formation of a proposed conceptual framework to examine the variables affecting crowd attendances. Based on the conceptual framework, a survey questionnaire was created. A total of 147 valid responses were collected and analysed. Finally, built on the data analysis main findings and implications were introduced.

Conclusions Perceived customer engagement activities by supporters were found to have a positive effect on behavioural loyalty and therefore on crowd attendances of local football clubs through attitudinal loyalty and CBBE. The effect of attitudinal loyalty was more significant, and it also enhanced the CBBE.