From Interaction to Identity: How the Los Angeles Clippers Use Fan Engagement to Build Brand Equity
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From Interaction to Identity: How the Los Angeles Clippers Use Fan Engagement to Build Brand Equity

Yunhan Jiang 1*
1 University at Buffalo
*Corresponding author: yjiang52@buffalo.edu
Published on 26 November 2025
Volume Cover
AEMPS Vol.246
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-571-4
ISBN (Online): 978-1-80590-572-1
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Abstract

The article analyses the various fan engagement drivers in social media, in-arena experiences, and cultural symbolism across the three stages of Attention-Interest-Search- Action-Share (AISAS) in driving sports team brand equity, through the lens of the Los Angeles Clippers and comparing it to that of the legacy Los Angeles Lakers. The analysis framework is a mixed-method case study approach incorporating both qualitative content analysis and quantitative engagement metrics, and is derived from both AISAS as the engagement journey model and Value Co-Creation theory as the brand engagement driver. The research findings suggest that the global brand equity of the Lakers as a legacy brand is significantly higher in comparison to the Clippers, however the Clippers outperformed the Lakers in engagement efficiency that led to higher fan engagement per capita and subsequently resulting in strong fan identity building and incremental brand equity value, with their new immersive arena and cultural symbolism (updated logo, 'LA Our Way’ value tagline) as key identity anchors that transformed fans into co-creators that differentiates the franchise identity from its rival. The outcome of the study highlights the combination of digital engagement journeys and co-creative brand strategies and presents a strategic framework for mid-market franchises to effectively drive brand equity with authentic storytelling, immersive fan engagement, and value-aligned partnerships.

Keywords:

Fan engagement, AISAS model, Value co-creation, Engagement efficiency, Identity formation

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Jiang,Y. (2025). From Interaction to Identity: How the Los Angeles Clippers Use Fan Engagement to Build Brand Equity. Advances in Economics, Management and Political Sciences,246,1-11.

References

[1]. Statista. (2025, July 1). Total revenue of the National Basketball Association 2001–2024. https: //www.statista.com/statistics/193467/total-league-revenue-of-the-nba-since-2005/

[2]. PricewaterhouseCoopers. (n.d.). Using data to better engage younger sports fans. PwC. https: //www.pwc.com/us/en/industries/tmt/library/engaging-younger-sports-fans.html

[3]. 2023 sports fan insights: The beginning of the immersive sports era. (2025, June 19). Deloitte Insights. https: //www.deloitte.com/us/en/insights/industry/sports/ immersive-sports-fandom.html

[4]. Mak, J. Y., Metzler, D., Ruth, G., & Crouch, N. (2025). Unveiling the power of brand equity in sports business: A comprehensive review and pathways for future research. Journal of Global Scholars of Marketing Science, 1–28. https: //doi.org/10.1080/21639159.2025.2497758

[5]. Watkins, B. A. (2014). Revisiting the Social Identity–Brand Equity Model: An application to professional sports. Journal of Sport Management, 28(4), 471–480. https: //doi.org/10.1123/ jsm.2013-0253

[6]. Yoshida, M., Gordon, B., Nakazawa, M., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), 399–417. https: //doi.org/10.1123/jsm.2013-0199

[7]. Minoso, G. (2024, November 5). Maximizing youth sports engagement on social media: How visual impact and message appeal shape consumer responses online. The Sport Journal. https: //thesportjournal.org/article/maximizing-youth-sports-engagement-on-social-media-how-visual-impact-and-message-appeal-s9

[8]. Li, H., & Pan, Y. (2023). Impact of interaction effects between visual and auditory signs on consumer purchasing behavior based on the AISAS model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1548–1559. https: //doi.org/10.3390/jtaer18030078

[9]. Woratschek, H., Horbel, C., & Popp, B. (2014). The sport value framework: A new fundamental logic for analyses in sport management. European Sport Management Quarterly, 14(1), 6–24.https: //doi.org/10.1080/16184742.2013.865776

[10]. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https: //doi.org/10.1002/dir.2001510

[11]. Byon, K. K., Zhang, J. (C.), & Jang, W. (W.). (2022). Examining the value co-creation model in motor racing events: Moderating effect of residents and tourists. Sustainability, 14(15), 9648. https: //doi.org/10.3390/su14159648

[12]. Romero-Jara, E., Solanellas, F., L´opez-Carril, S., Kolyperas, D., & Anagnostopoulos, C. (2024). The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues. International Journal of Sports Marketing & Sponsorship, 25(3). https: //doi.org/10.1108/ijsms-12-2023-0252

[13]. Pradhan, D., Malhotra, R., & Moharana, T. R. (2019). When fan engagement with sports club brands matters in sponsorship: Influence of fan—brand personality congruence. Journal of Brand Management, 27(1), 77—92. https: //doi.org/10.1057/s41262-019-00169-3

[14]. Zhong, Y.-J., Yang, J.-W., Guo, W.-H., & Wang, Y.-S. (2025). The impact of digital technology on sports consumption: Evidence from Chinese college students. Frontiers in Psychology, 16, 1501327. https: //doi.org/10.3389/fpsyg.2025.1501327

[15]. Westerbeek, H. (2025c). Algorithmic fandom: How generative AI is reshaping sports marketing, fan engagement, and the integrity of sport. Frontiers in Sports and Active Living, 7. https: //doi.org/10.3389/fspor.2025.1597444

References

[1]. Statista. (2025, July 1). Total revenue of the National Basketball Association 2001–2024. https: //www.statista.com/statistics/193467/total-league-revenue-of-the-nba-since-2005/

[2]. PricewaterhouseCoopers. (n.d.). Using data to better engage younger sports fans. PwC. https: //www.pwc.com/us/en/industries/tmt/library/engaging-younger-sports-fans.html

[3]. 2023 sports fan insights: The beginning of the immersive sports era. (2025, June 19). Deloitte Insights. https: //www.deloitte.com/us/en/insights/industry/sports/ immersive-sports-fandom.html

[4]. Mak, J. Y., Metzler, D., Ruth, G., & Crouch, N. (2025). Unveiling the power of brand equity in sports business: A comprehensive review and pathways for future research. Journal of Global Scholars of Marketing Science, 1–28. https: //doi.org/10.1080/21639159.2025.2497758

[5]. Watkins, B. A. (2014). Revisiting the Social Identity–Brand Equity Model: An application to professional sports. Journal of Sport Management, 28(4), 471–480. https: //doi.org/10.1123/ jsm.2013-0253

[6]. Yoshida, M., Gordon, B., Nakazawa, M., & Biscaia, R. (2014). Conceptualization and measurement of fan engagement: Empirical evidence from a professional sport context. Journal of Sport Management, 28(4), 399–417. https: //doi.org/10.1123/jsm.2013-0199

[7]. Minoso, G. (2024, November 5). Maximizing youth sports engagement on social media: How visual impact and message appeal shape consumer responses online. The Sport Journal. https: //thesportjournal.org/article/maximizing-youth-sports-engagement-on-social-media-how-visual-impact-and-message-appeal-s9

[8]. Li, H., & Pan, Y. (2023). Impact of interaction effects between visual and auditory signs on consumer purchasing behavior based on the AISAS model. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1548–1559. https: //doi.org/10.3390/jtaer18030078

[9]. Woratschek, H., Horbel, C., & Popp, B. (2014). The sport value framework: A new fundamental logic for analyses in sport management. European Sport Management Quarterly, 14(1), 6–24.https: //doi.org/10.1080/16184742.2013.865776

[10]. Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https: //doi.org/10.1002/dir.2001510

[11]. Byon, K. K., Zhang, J. (C.), & Jang, W. (W.). (2022). Examining the value co-creation model in motor racing events: Moderating effect of residents and tourists. Sustainability, 14(15), 9648. https: //doi.org/10.3390/su14159648

[12]. Romero-Jara, E., Solanellas, F., L´opez-Carril, S., Kolyperas, D., & Anagnostopoulos, C. (2024). The more we post, the better? A comparative analysis of fan engagement on social media profiles of football leagues. International Journal of Sports Marketing & Sponsorship, 25(3). https: //doi.org/10.1108/ijsms-12-2023-0252

[13]. Pradhan, D., Malhotra, R., & Moharana, T. R. (2019). When fan engagement with sports club brands matters in sponsorship: Influence of fan—brand personality congruence. Journal of Brand Management, 27(1), 77—92. https: //doi.org/10.1057/s41262-019-00169-3

[14]. Zhong, Y.-J., Yang, J.-W., Guo, W.-H., & Wang, Y.-S. (2025). The impact of digital technology on sports consumption: Evidence from Chinese college students. Frontiers in Psychology, 16, 1501327. https: //doi.org/10.3389/fpsyg.2025.1501327

[15]. Westerbeek, H. (2025c). Algorithmic fandom: How generative AI is reshaping sports marketing, fan engagement, and the integrity of sport. Frontiers in Sports and Active Living, 7. https: //doi.org/10.3389/fspor.2025.1597444

Cite this article

Jiang,Y. (2025). From Interaction to Identity: How the Los Angeles Clippers Use Fan Engagement to Build Brand Equity. Advances in Economics, Management and Political Sciences,246,1-11.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Financial Framework's Role in Economics and Management of Human-Centered Development

ISBN: 978-1-80590-571-4(Print) / 978-1-80590-572-1(Online)
Editor: Lukášak Varti, Florian Marcel Nuţă Nuţă
Conference website: https://2025.icftba.org/Galati.html
Conference date: 17 October 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.246
ISSN: 2754-1169(Print) / 2754-1177(Online)

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