How Football Stars' Brand Authenticity Shapes Fan Loyalty: The Mediating Role of Team Brand Image

Halil Erdem Akoğlu

Article Details

How Football Stars' Brand Authenticity Shapes Fan Loyalty: The Mediating Role of Team Brand Image

Authors:

Halil Erdem Akoğlu

Publisher:

Gazi University

Main Topics:

Sports Activity Management

Journal:

Gazi Journal of Physical Education and Sport Sciences Vol.30 Issue 2, pp.63-73

Document Type:

Article

Publication Date:

6/2025

Document Language:

English

Document ID (Org No.):

2001353817

pISSN:

2717-9966

Keywords:

Abstract:

 The purpose of this study is to determine the effect of personel brand identification and celebrity authenticity of famous athletes on fan loyalty. In order to test the hypotheses of the model, the fans of the four major football teams Galatasaray, Fenerbahçe, Beşiktaş, Trabzonspor in the Turkish Super League were selected as the research group. The data collected from 408 fans with online tools were analysed with structural equation modelling through Smart PLS software. According to the findings, talent and originality among rarity constructs affect celebrity authenticity. In addition, football players personal brand identification and celebrity authenticity positively affect team image, while team image positively affects fans behavioural and attitudinal loyalty. Football team managers and sports marketing departments need to recruit famous players to improve club image and fan loyalty. In addition, the harmony between the famous footballer and the team image plays an important role in this relationship. This study presents a multidimensional conceptual framework based on Brand Authenticity Theory. The model offers a different perspective by identifying rarity constructs talent, discretion and originality as antecedents of celebrity authenticity and examining their impact on both personnel brand identification and team brand image.

 The purpose of this study is to determine the effect of personel brand identification and celebrity authenticity of famous athletes on fan loyalty. In order to test the hypotheses of the model, the fans of the four major football teams Galatasaray, Fenerbahçe, Beşiktaş, Trabzonspor in the Turkish Super League were selected as the research group. The data collected from 408 fans with online tools were analysed with structural equation modelling through Smart PLS software. According to the findings, talent and originality among rarity constructs affect celebrity authenticity. In addition, football players personal brand identification and celebrity authenticity positively affect team image, while team image positively affects fans behavioural and attitudinal loyalty. Football team managers and sports marketing departments need to recruit famous players to improve club image and fan loyalty. In addition, the harmony between the famous footballer and the team image plays an important role in this relationship. This study presents a multidimensional conceptual framework based on Brand Authenticity Theory. The model offers a different perspective by identifying rarity constructs talent, discretion and originality as antecedents of celebrity authenticity and examining their impact on both personnel brand identification and team brand image.

 The purpose of this study is to determine the effect of personel brand identification and celebrity authenticity of famous athletes on fan loyalty. In order to test the hypotheses of the model, the fans of the four major football teams Galatasaray, Fenerbahçe, Beşiktaş, Trabzonspor in the Turkish Super League were selected as the research group. The data collected from 408 fans with online tools were analysed with structural equation modelling through Smart PLS software. According to the findings, talent and originality among rarity constructs affect celebrity authenticity. In addition, football players personal brand identification and celebrity authenticity positively affect team image, while team image positively affects fans behavioural and attitudinal loyalty. Football team managers and sports marketing departments need to recruit famous players to improve club image and fan loyalty. In addition, the harmony between the famous footballer and the team image plays an important role in this relationship. This study presents a multidimensional conceptual framework based on Brand Authenticity Theory. The model offers a different perspective by identifying rarity constructs talent, discretion and originality as antecedents of celebrity authenticity and examining their impact on both personnel brand identification and team brand image.

 The purpose of this study is to determine the effect of personel brand identification and celebrity authenticity of famous athletes on fan loyalty. In order to test the hypotheses of the model, the fans of the four major football teams Galatasaray, Fenerbahçe, Beşiktaş, Trabzonspor in the Turkish Super League were selected as the research group. The data collected from 408 fans with online tools were analysed with structural equation modelling through Smart PLS software. According to the findings, talent and originality among rarity constructs affect celebrity authenticity. In addition, football players personal brand identification and celebrity authenticity positively affect team image, while team image positively affects fans behavioural and attitudinal loyalty. Football team managers and sports marketing departments need to recruit famous players to improve club image and fan loyalty. In addition, the harmony between the famous footballer and the team image plays an important role in this relationship. This study presents a multidimensional conceptual framework based on Brand Authenticity Theory. The model offers a different perspective by identifying rarity constructs talent, discretion and originality as antecedents of celebrity authenticity and examining their impact on both personnel brand identification and team brand image.

Article Details

How Football Stars' Brand Authenticity Shapes Fan Loyalty: The Mediating Role of Team Brand Image

Authors:

Halil Erdem Akoğlu

Publisher:

Gazi University

Main Topics:

Sports Activity Management

Journal:

Gazi Journal of Physical Education and Sport Sciences Vol.30 Issue 2, pp.63-73

Document Type:

Article

Publication Date:

6/2025

Document Language:

English

Document ID (Org No.):

2001353817

pISSN:

2717-9966

Celebrity

Authenticity

Football Star

Team Image

Loyalty

Issues

Article Details

How Football Stars' Brand Authenticity Shapes Fan Loyalty: The Mediating Role of Team Brand Image

Authors: Halil Erdem Akoğlu

Publisher: Gazi University

Main Topics: Sports Activity Management

Journal: Gazi Journal of Physical Education and Sport Sciences Vol.30 Issue 2, pp.63-73

Document Type: Article

Publication Date: 6/2025

Document Language: English

Document ID (Org No.): 2001353817

pISSN: 2717-9966

Celebrity

Authenticity

Football Star

Team Image

Loyalty

Issues

Authors:

Halil Erdem Akoğlu

Publisher:

Gazi University

Main Topics:

Sports Activity Management

Journal:

Gazi Journal of Physical Education and Sport Sciences Vol.30 Issue 2, pp.63-73

Document Type:

Article

Publication Date:

6/2025

Document Language:

English

Document ID (Org No.):

2001353817

pISSN:

2717-9966