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Brand Loyalty in Sports: The Factors...

Pandey, Abhinav,

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Brand Loyalty in Sports: The Factors that Determine Brand Loyalty in Sports and Brands /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand Loyalty in Sports: The Factors that Determine Brand Loyalty in Sports and Brands // Abhinav Pandey.
Author:	Pandey, Abhinav,
Description:	1 electronic resource (42 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-05.
Contained By:	Masters Abstracts International86-05.
Subject:	Sports fans. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=31730532
ISBN:	9798346524120

Brand Loyalty in Sports: The Factors that Determine Brand Loyalty in Sports and Brands /
Pandey, Abhinav,

Brand Loyalty in Sports: The Factors that Determine Brand Loyalty in Sports and Brands /Abhinav Pandey. - 1 electronic resource (42 pages)

Source: Masters Abstracts International, Volume: 86-05.

Sports have always been a spectator affair. From the times of ancient Rome where thousands of people would gather in a stadium to see Gladiators Fight to a Super Bowl Event in USA which millions of people watch all across the country. Sport Teams have always attracted large number of fans and as a Team or a club succeed the followers of the sport as well as the team increases. Brands have always been vigilant enough to understand how they can create a brand equity among their target group by banking on the popularity of Teams or Major Players of successful teams of each Era.This paper tries to explore the relationship between Brands and Sports Fans with a focus on Teams/Events that are the force that binds these entities together. Brands invest millions sponsoring Football, Cricket or Basket Balls clubs so that when the Club Merchandise is released by the clubs Fans can go ahead and buy it thereby increasing their investment multifold. This paper focuses on how sport fans interact with these brands, whether there is a brand loyalty among fans among the brands their favorite team or player endorses.Also there is a focus on how brands can personalize fans experience and and create communications that breaks the team barrier and fans can empathize with brands on a personal level.A qualitative study was done with a sample size of 40 Sports Enthusiast who were divided into Serious and Casual Cricket/Footballs fans. After conducting a thematic Analysis on the FGD 8 candidates where chosen depending on their fandom, team loyalty, emotional and economic investment towards the sports they play or the club they support.The Finding of these research will help brands understand fans on a psychological and subliminal level and will further help their communication by helping brands focus more on experiential marketing and other forms of BTL marketing which creates a brand loyalty that transcends loyalty towards favorite player or teams.

English

ISBN: 9798346524120Subjects--Topical Terms:

3563168
Sports fans.

Brand Loyalty in Sports: The Factors that Determine Brand Loyalty in Sports and Brands /
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