Fan resistance towards a change in club identity

Mogos Descotes, Raluca; Pauwels-Delassus, Véronique

Document type :

Article dans une revue scientifique

DOI :

10.7202/1060064ar

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]

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

HAL domain(s) :

Sciences de l'Homme et Société
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 >

Language :

Anglais

Peer reviewed article :

Oui

Audience :

Internationale

Popular science :

Non

Collections :