Fandom Behaviour

The current issue and full text archive of this diary is available at www.emeraldinsight.com/1352-2752.htm Fandom af?liation and tribal behavior: a sports commercialize application ´ Pedro Dion?sio and Carmo Leal ISCTE Business School, GIEM Marketing Center, Lisbon, Portugal, and Fandom af?liation and tribal behaviour 17 Luiz Moutinho University of Glasgow, Glasgow, UK Abstract Purpose The place of this paper is to mention the existence of tribal behaviour in football caramel brown browns and the restore of this tribalism on the gypsumption of brands associated with the club. The intention is not to come tribal relationships between fans and their club but to identify to what issue the fan commitment aim can impact the predilection course for sponsor brands. Design/methodology/approach two focus groups were made with two distinct types of club supporters, to wit the members of peerless supportive organized group and another with highly- abandone d fans. Findings investigate questions posed in this reputation were mostly con?rmed: football-devoted supporters develop a kind of cult with their club and it is attainable to name several distinct fan typologies varying with the level of fan commitment.

The associatory behaviour of football fans is in?uenced by af?liation by means of the need for social recognition, socialization and symbolism. The study also reveals that devoted fans assume an rough-and-ready knowledge of club association with several(prenominal) brands but they do not manifest an effective preference towards them. Research limitations/im plications The main limitation refers to th! e restricted look scope, i.e. one country, one club and one supporting associative group. practical(a) implications Managerial implications are related to the club needing to maintain an at large(p) channel with supporters. Sponsor brands should also develop a long strategy and support another sport besides football. Originality/ cherish This paper provides exploratory research in an area of wide of the mark popularity,...If you want to get a full essay, order it on our website: BestEssayCheap.com

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