Abstract

Purpose: In the current era of fake news, illusions, manipulations, and other artificial attributes of virtuality and reality, authenticity is a virtue that people highly appreciate. This study examines the influence of the personal brand authenticity of top football players on loyalty to the football discipline in general, via the mediation of personal brand identification. Design: Based on data collected from a convenience sample of 562 respondents from Poland via an electronic survey and analyzed using the structural equation modeling method this study explored, first, the influence of top football players’ personal brand authenticity on consumers’ identification with these football players, and second, how this identification may lead to enhancing loyalty to the football discipline. Finally, it verified how the loyalty effect (attitudinal and behavioral) varies across different categories of spectators. Originality: This study presents evidence that the personal authenticity of football celebrities to measure loyalty to the football discipline in general, as mediated by personal brand identification. Moreover, this study proves that the loyalty to football driven by the personal brand authenticity of football stars differs between spectators’ categories, and it differs from the loyalty driven by clubs. Findings: Personal brand identification with authentic football stars is a focal factor enabling the creation of loyalty (attitudinal and behavioral) to the whole discipline. Consumers’ perceptions of the authenticity of the personal brands of football players play a role in increasing identification with these personal brands. This identification is essential in achieving loyalty to football as a sports discipline via football celebrities. Implications: Football players perceived as authentic are evaluated more positively, leading to consumer identification with these players, which, in turn, increases consumers’ loyalty to football. Thus, the presence of authentic, skilled players is important for football, but the actual loyalty effect from authenticity can be achieved only by identification. Therefore, football 3 requires exceptional, strong stars who reflect a set of desired personal values. Further research is needed to identify the desired set of values that leads to identification with football stars.

Citations

Authors (3)