More than performance: configurational paths from footballer brand image to fans’ emotional attachment and brand-related intentions

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Fans feel more attached to players who excel in performance and demonstrate leadership qualities, enhancing emotional bonds.
SEM analysis indicated that emotional storytelling had a positive effect while emphasis on physical appearance negatively impacted attachment.
Two alternative paths to strong emotional attachment were identified, revealing different underlying factors such as performance and ethical conduct.
The findings challenge traditional views that visual appeal boosts fan engagement, emphasizing authentic narratives and ethical behavior.

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Using structural equation modeling, two pathways are revealed linking brand image to emotional attachment and behavioral intentions in football fans.

López-Tenorio et al. (2025) studied this question.

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Using structural equation modeling, two pathways are revealed linking brand image to emotional attachment and behavioral intentions in football fans.