More than performance: configurational paths from footballer brand image to fans’ emotional attachment and brand-related intentions

Purpose This study examines how distinct dimensions of professional football players’ brand image influence fans’ emotional attachment, and how this attachment subsequently affects fans’ behavioral intentions toward brands endorsed by those players. Design/methodology/approach Using data from 638 Spanish football fans, the study applies structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) to assess the impact of specific on-field and off-field brand image dimensions on fans’ emotional attachment. A dimension-level approach was adopted to capture the unique effects of each dimension, while some were subsequently grouped during the analysis phase for technical validity and analytical parsimony. Findings SEM results show that fans feel more attached to players excelling on the field, acting as team-oriented leaders, and sharing compelling life stories. Conversely, an emphasis on physical appearance was negatively associated with emotional attachment. Fans’ emotional attachment, in turn, had a strong positive effect on behavioral intentions. fsQCA identified two alternative pathways to strong fans’ emotional attachment: one based on outstanding performance and emotional storytelling, and another driven by ethical conduct and relational warmth. Research limitations/implications The findings challenge assumptions that esthetic appeal enhances fan engagement and highlights the importance of authentic narratives and ethical behavior in building emotional bonds. The study offers new insights for clubs, sponsors, and athletes seeking to cultivate meaningful and sustainable fan relationships. Practical implications This study offers actionable insights for footballers, clubs, and sponsor brands aiming to deepen fan engagement. It challenges the overemphasis on visual appeal and highlights the power of authentic storytelling, prosocial behavior, and emotional resonance. For footballers, conveying integrity and empathy fosters symbolic connection. Clubs can strengthen brand identity by promoting team-oriented and ethical conduct. Sponsors, in turn, benefit from aligning with players whose profiles combine performance with relational and moral traits. The configurational approach reveals multiple paths to influence, encouraging brands to prioritize athlete-brand congruence and authenticity over superficial visibility. Originality/value This study offers a novel contribution by combining SEM and fsQCA to examine how distinct dimensions of footballers’ brand image influence fan attachment and brand-related intentions. Rather than treating brand image as a unitary construct, it applies a dimension-level and configurational approach to uncover asymmetric, multi-path relationships. Findings challenge conventional emphasis on visual traits and highlight ethical conduct and emotional narratives as key drivers of fan bonding. This is the first study to apply fsQCA to athlete branding in football, offering a replicable framework for understanding the symbolic and relational foundations of athlete-fan connections.