Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions
(2021) BUSN39 20211Department of Business Administration
- Abstract
- Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand
Extensions
Seminar Date: June 4th, 2020
Course: BUSN39: Degree Project in Global Marketing
Authors: Peter Moane and Alessandro Solmi
Supervisor: Ekaterini Drosou
Thesis Purpose: This research aims at understanding what English supporters of football
teams with a small fan base deem important in order to buy, engage or interact with the brand
extensions put in place by their favourite club, thereby contributing to the club’s revenue.
Methodology: The thesis adopts a relativist ontology and a social-constructionist
epistemology, which induced authors to choose a qualitative method and an abductive
approach. 12 semi-structured interviews were... (More) - Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand
Extensions
Seminar Date: June 4th, 2020
Course: BUSN39: Degree Project in Global Marketing
Authors: Peter Moane and Alessandro Solmi
Supervisor: Ekaterini Drosou
Thesis Purpose: This research aims at understanding what English supporters of football
teams with a small fan base deem important in order to buy, engage or interact with the brand
extensions put in place by their favourite club, thereby contributing to the club’s revenue.
Methodology: The thesis adopts a relativist ontology and a social-constructionist
epistemology, which induced authors to choose a qualitative method and an abductive
approach. 12 semi-structured interviews were conducted via video-call, where participants
were Fulham supporters younger than 35 years old living in England, with more male than
female supporters. The collected data was analysed following a thematic analysis approach.
Theory: Three theories were used when approaching this study: social-identity theory (and
consumer-company identification), categorisation theory, and expectancy-value theory. These
theories were used as inspiration for the development of the interview guide and for data
interpretation, though other aspects unrelated to the three theories emerged from the data.
Conclusions: English supporters of football clubs with a small fan base consider six aspects
to be important when it comes to the favourite team’s brand extensions: accessibility of the
extensions, affordability of the extensions, respect of sentimental values, avoiding mismatch
between the values attached to the club and business decisions, sense of belonging, and team
performance.
Practical Implications: The six aforementioned aspects should be taken into account by
marketing managers and practitioners within the football industry, when trying to convert
supporters into consumers of the club’s brand extensions.
Keywords: Brand Extension, Engagement, Interaction, Supporters, Football Clubs (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9050455
- author
- Solmi, Alessandro LU and Moane, Peter LU
- supervisor
- organization
- course
- BUSN39 20211
- year
- 2021
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand Extensions, Engagement, Interaction, Supporters, Football clubs
- language
- English
- id
- 9050455
- date added to LUP
- 2021-06-29 14:23:54
- date last changed
- 2021-06-29 14:23:54
@misc{9050455, abstract = {{Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand Extensions Seminar Date: June 4th, 2020 Course: BUSN39: Degree Project in Global Marketing Authors: Peter Moane and Alessandro Solmi Supervisor: Ekaterini Drosou Thesis Purpose: This research aims at understanding what English supporters of football teams with a small fan base deem important in order to buy, engage or interact with the brand extensions put in place by their favourite club, thereby contributing to the club’s revenue. Methodology: The thesis adopts a relativist ontology and a social-constructionist epistemology, which induced authors to choose a qualitative method and an abductive approach. 12 semi-structured interviews were conducted via video-call, where participants were Fulham supporters younger than 35 years old living in England, with more male than female supporters. The collected data was analysed following a thematic analysis approach. Theory: Three theories were used when approaching this study: social-identity theory (and consumer-company identification), categorisation theory, and expectancy-value theory. These theories were used as inspiration for the development of the interview guide and for data interpretation, though other aspects unrelated to the three theories emerged from the data. Conclusions: English supporters of football clubs with a small fan base consider six aspects to be important when it comes to the favourite team’s brand extensions: accessibility of the extensions, affordability of the extensions, respect of sentimental values, avoiding mismatch between the values attached to the club and business decisions, sense of belonging, and team performance. Practical Implications: The six aforementioned aspects should be taken into account by marketing managers and practitioners within the football industry, when trying to convert supporters into consumers of the club’s brand extensions. Keywords: Brand Extension, Engagement, Interaction, Supporters, Football Clubs}}, author = {{Solmi, Alessandro and Moane, Peter}}, language = {{eng}}, note = {{Student Paper}}, title = {{Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions}}, year = {{2021}}, }