The relationship between dimensions of place attachment and local fans identity and loyalty

Research question: This study extends research on place attachment and fan identification, which primarily rely on qualitative methods and unidimensional conceptualisations. It examines the multidimensional nature of place attachment, drawing on environmental psychology and social identity theory, to explore how these dimensions relate to fanship, fandom, and loyalty among local sport fans. Research methods: The study uses a sample of 404 local fans from a mid-level sport team, combining structural equation modelling with fuzzy-set qualitative comparative analysis to explore the antecedents of fanship, fandom, and loyalty. Results and Findings: The findings focus on the interplay between fanship, fandom, place attachment, and loyalty. Results reveal that two dimensions of place attachment, social bonds and place dependence, are positively associated with fanship and fandom. In turn, fanship positively relates to attitudinal and behavioural loyalty, and fandom only to behavioural loyalty. Implications: Our results suggest that mid-level teams should leverage different dimensions of place attachment to cultivate fanship and fandom. Marketing efforts should thus foster emotional connections and create spaces for social bonding in physical and online spaces. This may be salient for teams with poor performance, where fostering community and fan identity is essential for sustained engagement.