| Summary: | Within the field of football fan loyalty there has been a desire to examine brand image’s effect on fan loyalty within different contexts. Given this, the aim of this study is to explain how brand image affects fan loyalty in a swedish football context. The study follows a quantitative approach where data was collected through a questionnaire distributed online, and then tested in a confirmatory factor analysis. The findings of the study revealed that brand image affects fan loyalty through the facets of brand image, non-product related attributes and brand benefits. Where non-product related attributes and brand benefits were shown to have the stronger perceived effect on fan loyalty.
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