ABSTRACT
The purpose of this research is to examine the impact of football players’ credibility on consumers’ loyalty commitment to a football club, particularly in Indonesia. The research involved a specific football club, Madura United FC. Data were collected by distributing questionnaires (n = 1,388) to Madura United FC fans and were analyzed using SEM-PLS. The findings indicated that trustworthiness in a football player plays a great role in increasing both brand credibility and attitude of a football club. Brand credibility of a football club proved to be a significant factor affecting fans’ loyalty commitment to a football club. This research provides insights into football clubs, particularly on the importance of achieving high brand credibility for achieving fans’ loyalty commitment toward a football club.
