The Influence of Brand Personality, Supporter Trust, Supporter Satisfaction Against Supporter Commitment (Empirical Study: Fans of The Indonesian National Football Team)
DOI:
https://doi.org/10.58344/jws.v3i9.720Keywords:
Brand Personality, Supporter Commitment, Supporter Trust, Supporter Satisfaction, Football, Structural Equation ModelingAbstract
Sport, particularly football, is a field with a vast fan base, where the loyalty and commitment of fans play a crucial role in a team's success. A football team functions much like a brand, and similar to any product or service, fans have specific criteria that drive their support and commitment to their favorite team. This research aims to analyze the factors that shape fan commitment, enabling football teams to better cater to their supporters' expectations. The study specifically examines variables such as Brand Personality, Supporter Commitment, Supporter Trust, and Supporter Satisfaction. The primary objective is to identify the key factors that are essential for building a strong commitment among football fans towards their beloved teams. The research adopts a quantitative approach, targeting a sample size of at least 100 participants. Data was collected through online questionnaires, and the analysis was conducted using Structural Equation Modeling (SEM) via SmartPLS 3.0, assessing both the outer and inner models. The findings reveal that the Brand Personality of the Indonesian National Football Team has a positive and significant impact on Supporter Trust, Supporter Commitment, and Supporter Satisfaction. These results imply that by understanding and enhancing the brand personality, football teams can effectively foster greater trust, commitment, and satisfaction among their fans, leading to a stronger and more loyal supporter base.
References
Adelia, N., & Rusdianto, R. Y. (2024). The Influence of Brand Awareness and Brand Trust on Brand Loyalty through Customer Satisfaction as an Intervening Variable (Study on Aqua Drinking Water Consumers in Surabaya). East Asian Journal of Multidisciplinary Research, 3(3), 1061–1072.
Alexandris, K., McDonald, H., & Funk, D. (2016). Sport consumer behaviour: Marketing strategies. Routledge.
Alikhani, A., & Mokhtarian, P. (2021). Impact of brand personality traits on customer’s brand commitment (case study: NIVEA hygienic products). Journal of Global Scholars of Marketing Science, 31(4), 543–562. https://doi.org/10.1080/21639159.2020.1808808
Andersson, S., Bengtsson, L., & Svensson, Å. (2021). Mega-sport football events’ influence on destination images: A study of the of 2016 UEFA European Football Championship in France, the 2018 FIFA World Cup in Russia, and the 2022 FIFA World Cup in Qatar. Journal of Destination Marketing & Management, 19, 100536. https://doi.org/10.1016/j.jdmm.2020.100536
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Fatoni, M., Subekti, N., & Widodo, Z. D. (2022). The Role of Football Supporters Attachment to The Club. JUARA?: Jurnal Olahraga, 7(2), 476–489. https://doi.org/10.33222/juara.v7i2.1679
Firdaus, I. Y., & Trilia, T. (2020). Study of Phenomenology: the Aggressive Behavior of Soccer Club Supporter. Indonesian Journal of Global Health Research, 2(1), 83–102. https://doi.org/10.37287/ijghr.v2i1.69
Freedman, D. D. J. (2023). Who Owns the UK Media? 2023 Report.
Giorgio, P., Jarvis, D., Auxier, B., Bobich, H., & Harwood, K. (2023). sports fan insights: The beginning of the immersive sports era. Deloitte, https://www2. deloitte. com/uk/en/insights/industry/media ….
Gusti, E. C. T., Setiawati, E., & Warsiman, W. (2024). Strategi Media Daring Kompas. com dalam Membentuk Identitas Sepak Bola Nasional: Analisis Wacana Model Theo van Leeuwen. Jurnal Onoma: Pendidikan, Bahasa, Dan Sastra, 10(3), 3099–3118.
Guzmán Rincón, A., Carrillo Barbosa, R. L., Amado Mateus, M., & Ordoñez Saavedra, N. (2023). Symbolic consumption as a non-traditional predictor of brand loyalty in the sports industry, football club segment. Heliyon, 9(4), e15474. https://doi.org/10.1016/j.heliyon.2023.e15474
Hodge, K., Chow, G. M., Luzzeri, M., Scanlan, T., & Scanlan, L. (2023). Commitment in sport: Motivational climate, need satisfaction/thwarting and behavioural outcomes. Asian Journal of Sport and Exercise Psychology, 3(2), 121–129. https://doi.org/10.1016/j.ajsep.2023.03.004
Johnson, R. B., & Christensen, L. B. (2024). Educational research: Quantitative, qualitative, and mixed approaches. Sage publications.
Markovi?, I., Rabasovi?, B., & Stojanovi?, N. (2022). The Influence of the Brand Personality Concept on Consumer Satisfaction and Loyalty. Management:Journal of Sustainable Business and Management Solutions in Emerging Economies. https://doi.org/10.7595/management.fon.2022.0001
Mutiarni, R., Salim, U., Sukoharsono, E. G., & Rahayu, M. (2023). The Role of Islamic Intellectual Capital on Isalamic Cooperative Performance in Indonesia. Review of Integrative Business and Economics Research, 12(1), 148–165.
Panyekar, A. (2024). The Role of Brand Equity, Brand Authenticity, Brand Trust to Increase Customer Satisfaction. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 8(1). https://doi.org/10.29408/jpek.v8i1.25144
Park, S., Ahn, S., & Kim, S. (2024). Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase. Journal of Retailing and Consumer Services, 77, 103683. https://doi.org/10.1016/j.jretconser.2023.103683
Prasetyo, G. (2019). Demokrasi Milenial. Ruas Media.
Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H. (2021). Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector. In Consumer behaviour in hospitality and tourism (pp. 44–65). Routledge.
Sah, R., Alshahrani, N. Z., Shah, P., Mohanty, A., Rouniyar, R., Shah, S., Padhi, B. K., Amer, F. A., Mayta-Tristan, P., & Rodriguez-Morales, A. J. (2022). FIFA World Cup 2022 in Qatar: Mitigating the risk of imported infections amid the COVID-19 pandemic, monkeypox outbreak and other emerging diseases. Travel Medicine and Infectious Disease, 50, 102450.
Setiawan, D. (2020). Pengaruh Brand Personality, Trust In The Brand, Attachment To The Brand Terhadap Commitment To The Brand. Jurnal Manajemen Bisnis Dan Kewirausahaan, 4(4), 94–99.
Situmorang, S. H., Sirojuzilam, E. S. R., & Lubis, A. N. (2019). Brand Experience Analysis–How It Relates to Brand Personality, Value, Satisfaction and Loyalty in TV Brands? International Journal of Civil Engineering and Technology, 10, 852–866.
Triantafyllidis, S., & Tortora, M. (2022). Sport and the United Nations sustainable development goals. In Sport and Sustainable Development (pp. 54–71). Routledge.
Valette-Florence, R., & Valette-Florence, P. (2020). Effects of emotions and brand personality on consumer commitment, via the mediating effects of brand trust and attachment. Recherche et Applications En Marketing (English Edition), 35(1), 84–110. https://doi.org/10.1177/2051570720905703
Vieira, C. B., & Sousa, B. (2020). The brand attachment and consumer behaviour in sports marketing contexts: the case of football fans in Portugal. International Journal of Sport Management and Marketing, 20(1–2), 29–46.
Villagra, N., Monfort, A., & Sánchez Herrera, J. (2021). The mediating role of brand trust in the relationship between brand personality and brand loyalty. Journal of Consumer Behaviour, 20(5), 1153–1163. https://doi.org/10.1002/cb.1922
Yang, S. J., & Lee, Y. (2019). Mid- to low-end fashion brand personality affects consumers’ perceived quality, commitment, and loyalty. Social Behavior and Personality: An International Journal, 47(7), 1–14. https://doi.org/10.2224/sbp.7680
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of World Science
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
