Abstract:
Purpose: The purpose of this study is to identify which dimensions of perceived value best mediate football
club branding and fan loyalty from a developing league perspective.
Design/methodology/approach: Using a cross-sectional design, we collected data using questionnaires
from football fans in Ghana (N 5,700). The data were analysed using SmartPLS V3, applying structural
equation modelling with bootstrapping procedure.
Findings: The results indicate that club branding is an effective precursor of fan loyalty. Moreover, the
findings suggest that functional, social and emotional values mediated club branding and fan loyalty, whereas
epistemic and economic values did not.
Originality/value: This study contributes to sports management literature by identifying the dimensions of
perceived value that will be relevant in the development of club brands in a developing league context.
