Fan resistance towards a change in club identity
Document type :
Article dans une revue scientifique
DOI :
Title :
Fan resistance towards a change in club identity
Author(s) :
Mogos Descotes, Raluca [Auteur]
Centre Européen de Recherche en Economie Financière et Gestion des Entreprises [CEREFIGE]
Pauwels-Delassus, Véronique [Auteur]
Lille économie management - UMR 9221 [LEM]
Centre Européen de Recherche en Economie Financière et Gestion des Entreprises [CEREFIGE]
Pauwels-Delassus, Véronique [Auteur]
Lille économie management - UMR 9221 [LEM]
Journal title :
Management international
Pages :
78-90
Publisher :
HEC Montréal
Publication date :
2018-10
ISSN :
1206-1697
English keyword(s) :
sport
fan resistance
brand identity change
word of mouth
fan resistance
brand identity change
word of mouth
HAL domain(s) :
Sciences de l'Homme et Société
Sciences de l'Homme et Société/Gestion et management
Sciences de l'Homme et Société/Gestion et management
English abstract : [en]
The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is ...
Show more >The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans’ tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance)Show less >
Show more >The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans’ tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance)Show less >
Language :
Anglais
Peer reviewed article :
Oui
Audience :
Internationale
Popular science :
Non
Collections :
Source :
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