Understanding Soccer Fan Loyalty: The Role of Reputation, Brand Associations, and Fan Traits in Ecuador

Abstract

This paper explores the factors influencing brand loyalty among soccer fans in Ecuador, drawing on organizational reputation, brand equity, and fan traits’ literature. The research uses a sample of 216 Ecuadorian soccer fans, an internet-based survey, and applies a Partial Least Squares Structural Equation Modeling (PLSSEM) estimation. The study finds that three key factors significantly influence fan loyalty: team reputation, fan identification with the team, and sport involvement. Stadium atmosphere, a non-product related attribute, demonstrates a weak association with loyalty, potentially influenced by data collection during the COVID-19 pandemic when stadium attendance was restricted, which is a limitation of the study. Another limitation is the possible selection bias resulting from an Internet survey. While prior research in Latin America (e.g., Brazil and Peru) has examined loyalty and behavioral intentions from a narrower theoretical approach, the proposed model contributes by integrating concepts from organizational reputation, brand equity, and fan traits. Furthermore, this research is the first empirical investigations of its kind in the Ecuadorian context, nurturing Latin American sports marketing research. Managerially, the study suggests that soccer clubs should focus on building and maintaining a positive team reputation, fostering fan identification, and engaging fans through various sport-related domains to enhance loyalty.