EMOTIONAL ATTACHMENT AS A MARKETING ASSET OF A SPORTS BRAND: FORMATION MECHANISMS AND MANAGERIAL IMPLICATIONS
Abstract
The purpose. The article investigates emotional attachment as a key marketing asset of sports brands, examining the theoretical mechanisms of its formation and deriving managerial implications for the marketing practice of sports organisations. The relevance of the study is driven by the observable phenomenon of fan loyalty that persists despite prolonged sporting failures, unpopular management decisions or increased ticket prices – behaviour virtually absent in conventional consumer markets, yet common in sports. Despite its practical significance, the theoretical underpinnings of emotional attachment as a manageable marketing asset remain insufficiently systematised in academic literature. The research methodology integrates a systematic literature review, critical analysis of conceptual frameworks, and comparative synthesis of theoretical propositions. The study draws on three theoretical pillars: the extended self concept, Social Identity Theory , and the Psychological Continuum Model of fan loyalty. Findings. The results demonstrate that emotional attachment is a multilevel psychological construct formed through mechanisms of social identification and self-extension. The BIRGing/CORFing dynamic distinguishes sports fan identification from standard consumer loyalty: fans actively manage their group membership depending on team performance, creating specific communication windows for marketing impact. The PCM trajectory – Awareness, Attraction, Attachment, Allegiance – provides a framework for differentiating marketing approaches by fan segment. At the Allegiance level, attachment becomes independent of sporting results and insensitive to conventional marketing stimuli; authenticity, transparency and community participation emerge as the primary retention drivers. Multiple identification objects (team, individual players, coach, locality) explain the resilience of fan engagement even during roster instability. The practical value of the study lies in a differentiated marketing framework aligned with PCM levels: barrier reduction and first-experience facilitation for low-engagement segments; exclusive digital content and membership programmes for medium engagement; and co-governance mechanisms, insider access, and participatory initiatives for the core Allegiance segment. The study also establishes that emotional attachment functions simultaneously as a revenue asset and a reputational buffer during crises, confirming that investment in deepening fan attachment constitutes a long-term strategic priority for sports organisations.
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