Fan resistance towards a change in club identity

Mogos Descotes, Raluca; Pauwels-Delassus, Véronique

Type de document :

Compte-rendu et recension critique d'ouvrage

DOI :

10.7202/1060064ar

Titre :

Fan resistance towards a change in club identity

Auteur(s) :

Mogos Descotes, Raluca [Auteur]
Centre Européen de Recherche en Economie Financière et Gestion des Entreprises [CEREFIGE]
Pauwels-Delassus, Véronique [Auteur]
Université catholique de Lille [UCL]
Lille économie management - UMR 9221 [LEM]

Titre de la revue :

Management international = International management = Gestión internacional

Pagination :

78-90

Éditeur :

HEC Montréal et Université Paris Dauphine [1996-....]

Date de publication :

2018-10

ISSN :

1206-1697

Mot(s)-clé(s) en anglais :

sport
fan resistance
brand identity change
word of mouth

Discipline(s) HAL :

Sciences de l'Homme et Société/Gestion et management

Résumé en anglais : [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 ...
Lire la suite >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)Lire moins >

Langue :

Anglais

Vulgarisation :

Non

Collections :