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A Qualitative Study of Factors Affecting Brand Loyalty in Football

Kumar, Samyuktha (2023) A Qualitative Study of Factors Affecting Brand Loyalty in Football. Masters thesis, Dublin, National College of Ireland.

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Football fans are known for giving their respective teams unwavering support, there are several factors which influence a fan’s behaviour starting from decision on which team to support, how connected they are with their respective teams and the sport and to understand how the said Football clubs work to retain their loyal fans. Having a loyal fanbase is important for football clubs as it influences their revenues, which comes in the form of merchandise sales, match ticket sales, season tickets. These contribute to the income and profit of the institution. The strength of the brand is created by the loyal customers, the stakeholders and how the brand has a competitive advantage over other brands which exist in the market.

Research conducted through interviews with the fans of club football will help to understand how the brand, football clubs provide them with satisfaction and commitment towards the club. Study on how sponsorships by certain brands will affect the decision towards loyalty towards football clubs. There were instances of how clubs gained fans through promoting progressive views and about how being tied up to certain sponsors has caused a turmoil among fans which hit the brand image of the football clubs. Through interviewing the football fans, we can understand how they will support or boycott their football clubs due to these instances. What are the factors which influence the fans to stand by the club and support them through hardships must be studied to understand how these brands retain their loyal customers. By studying the responses of the fans of football clubs and their purchasing decision will help in understanding the same.

Item Type: Thesis (Masters)
Cooper, Anne
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Soccer
H Social Sciences > HF Commerce > Marketing > Branding
H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
G Geography. Anthropology. Recreation > GV Recreation Leisure > Sports > Sports Sponsorship
Divisions: School of Business > Master of Science in Management
Depositing User: Tamara Malone
Date Deposited: 22 Aug 2023 11:38
Last Modified: 22 Aug 2023 11:38

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