FIFA to EA Sports FC: Understanding Brand Loyalty and Player Identity in a Changing Football Gaming Landscape

This thesis investigates how emotional brand attachment and social influence shape consumer loyalty and purchase intent following the co-branding dissolution between FIFA and EA Sports. Drawing on theories of brand loyalty, emotional attachment, and social dynamics, the study examines the transition from the long-standing FIFA video game series to EA Sports FC. Through ten semi-structured interviews with long-term players, the research explores why consumers continue to engage or disengage with a franchise, despite dissatisfaction and brand transformation. Findings reveal that loyalty is not solely based on product satisfaction but is deeply linked to emotional attachment, nostalgia, identity reinforcement, and social dynamics. Players remained attached to the series due to personal memories, habitual engagement, and perceived social obligations. Many expressed critical views of gameplay and monetization, but continued purchasing out of routine, lacking alternatives, or participating in community activities. Influencer culture, social media, and peer networks further reinforced these behaviors, demonstrating that loyalty is co-constructed through emotional and social factors rather than rational evaluation alone. This thesis contributes to brand management literature by highlighting the power of emotional bonds and social influence in shaping loyalty, even toward disliked or changing brands. It offers insights for marketers navigating brand transitions in emotionally charged, digitally mediated environments.