This study employs the customer-centric model of brand communities (including fan-fan, fan-management, fan-team, and fan-product relationships) to examine sports fans through the two lenses of team identification and fan loyalty and explore the effect of these constructs on fans’ behavior. The study used an online panel-based survey to collect data from 742 football fans. Also, the study utilized exploratory factor analysis, confirmatory factor analysis, and nomological network analysis to establish the validity and reliability of a new scale of fan-centric relationships of team sports clubs (TSCs). Utilizing structural equation modelling, it was demonstrated that all four levels of fan relationships significantly predicted both team identification and fan loyalty. Furthermore, both team identification and fan loyalty significantly predicted intention to attend games. Identifying and classifying the different levels of fan-centric relationships may provide TSCs with the potential to strengthen fans’ identification with and loyalty to the team and, consequently, increase consumption.

中文翻译：

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以客户为中心的模型在职业运动队品牌社区调查中的应用

本研究采用以客户为中心的品牌社区模型（包括粉丝-粉丝、粉丝-管理、粉丝-团队、粉丝-产品关系），通过团队认同和粉丝忠诚度两个视角来考察体育迷，并探索其效果。这些对粉丝行为的建构。该研究使用基于小组的在线调查从 742 名足球迷那里收集数据。此外，该研究利用探索性因素分析、验证性因素分析和范式网络分析来确定团队运动俱乐部 (TSC) 以球迷为中心的新关系量表的有效性和可靠性。利用结构方程模型，证明了所有四个级别的球迷关系都显着预测了球队认同和球迷忠诚度。此外，球队认同和球迷忠诚度都显着预测了参加比赛的意愿。识别和分类不同级别的以球迷为中心的关系可以为 TSC 提供增强球迷对球队的认同和忠诚度的潜力，从而增加消费。