Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration

Football fans are consumers with special relationship with their favourite teams. Consumer brand relationship is very unique and ultimate in football context. Football is the most popular sport in the world. Therefore, this research aims at investigating the impact of brand personality and consumer personality on consumer brand relationship in Egyptian football context through the use of mixed research design. A qualitative exploratory study, that employed in-depth personal interviews with two professional football experts and seven football fans, was conducted at first, to reach propositions that will be tested in the later quantitative phase. A conceptual framework was then developed and tested in the second phase of the study (the quantitative study) by the means of survey-based questionnaires. 471 valid questionnaires were collected through a non-probability convenience sampling technique from Egyptian football fans. The data were analysed using structural equation modelling on Smart PLS. The study findings have shown that brand personality and consumer personality have a positive impact on interdependence, commitment, partner quality, self-connection, nostalgic attachment, intimacy (consumer-brand), and intimacy (brand-consumer) as consumer brand relationship dimensions in football context

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