Variables affecting fans' loyalty to Egyptian football clubs' brands

Document Type : Original Article

Author

Lecturer at Sport Management Department, Faculty of Physical Education, Mansoura University.

Abstract

Brand loyalty is one of the topics that occupy a large part of marketers' interest in general and sports marketers in particular, where sports clubs seek to enhance loyalty of current consumers within commercialization era of football industry especially with the active role played by consumers in this industry. So, clubs make efforts to preserve current consumers and also attract new ones, which is reflected on brand value, that ultimately translates into financial revenues represented in: viewing rates, match tickets, commercial sales and sports sponsorship.

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