Brand Loyalty of Fans Towards the the Buriram United Football Club

Abstract

The objective of the study was to measure the level of Brand Loyalty towards the Buriram United Football Club. For the study theoretical concepts was identified in literature related to the brand loyalty to define loyalty factors of Buriram United Football Fan Club; in order to measure brand loyalty. The sample group of 382 respondents was chosen for the study based on Krejcie and Morgan table. The survey method was adopted for the study by using questionnaire. The statistical tools used for the study were Mean, Pearson Correlation and Comparison Analysis. Dependent variables consist of 6 factors of brand loyalty and strategies used for creating loyalty. Independent variables consist of fan club group and loyalty levels. The study found that majority of the respondents, who are fans of Buriram United football club was from Buriram Province. Though the loyalty level was high for all the 5 levels, majority of the respondents have committed relationship with the brand. And out of 6 loyalty factors, it is found that Brand affect, customer satisfaction and Brand equity were at high level. Finally, the strategies used for creating loyalty also resulted at high level, but Brand Identity; Brand Insistence; Brand Preference was at high level. The results of correlation analysis indicate that there is a high positive relationship (.830) among loyalty factors and strategies for building loyalty. Conclusion and recommendations are presented for the study.