The Structural Relationships among Creation of Shared Values, the Club Image, Club Trust, Club Identification, and Club Loyalty in Professional Football Clubs

Purpose: The purpose of this study is to establish the structural relationship between the creation of shared value (CSV) by professional football clubs and the concepts of club image, club trust, club identification, and loyalty. Method: An online survey of professional football spectators was conducted from March 1 to April 5, 2021. A total of 320 individuals participated in the survey, with 303 responses selected as the final valid samples, excluding 17 responses that were deemed insufficient or unreliable. In data processing, frequency analysis, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and correlation analysis were conducted using SPSS version 23.0 and AMOS version 23.0. Additionally, structural equation model analysis was performed to verify the hypotheses and models. Results: The results of this study are as follows. First, among the sub-factors of CSV, the utilization and long-term orientation of core competencies positively influenced club image, whereas social problem solving and value creation had no significant impact on club image. Second, the club image had a positive effect on the club’s trust. Third, the club image had a positive effect on club identification. Fourth, club trust did not significantly influenced club identification. Fifth, club trust had a positive effect on club loyalty. Finally, the club identification had a positive effect on club loyalty. Conclusion: CSV activities in professional football provide specific strategies on how to enhance image, trust, loyalty, and identification with the football club. It is essential for the club owner, players, front office staff, and members to actively engage with fans and the local community.