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 doings: a sports merchandise 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 call the existence of tribal behaviour in football chromatic browns and the restore of this tribalism on the fiddlesumption of brands associated with the connection. The intention is not to screw tribal relationships between fans and their club but to identify to what effect the fan commitment level can impact the predilection course for sponsor brands. Design/methodology/approach both focus groups were made with two distinct types of club supporters, viz. the members of peerless supportive organized group and another with highly- get hitch ed with fans. Findings investigate questions posed in this development were mostly con?rmed: football-devoted supporters develop a kind of cult with their club and it is assertable to name several distinct fan typologies varying with the level of fan commitment.

The associative 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 efficient knowledge of club association with several(prenominal) brands but they do not manifest an effective preference towards them. Research limitations/implication s The main limitation refers to the restric! ted interrogation 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 slowly channel with supporters. Sponsor brands should also develop a long-term strategy and support another sport besides football. Originality/ rear This paper provides exploratory research in an area of abundant popularity,...If you want to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write my paper