Edited by Sten Söderman and Harald Dolles
Chapter 23: A review of fan identity and its influence on sport sponsorship effectiveness
Sport fans – as opposed to sport spectators – have a high emotional solidarity and an abiding interest in their sport team or club. Therefore, they are often characterized by loyal consumer behaviour toward product of their club (for example, tickets, merchandising products). Fans consume their sport clubs’ products on a regular basis admitting that price and quality only play a secondary role. It is therefore inconceivable that fans with high emotional solidarity are likely to change to another club only because tickets are cheaper, the stadium is nicer or there is a wider range of merchandising products offered. Even the attractiveness of the athletic performance or the success of a team/ club does influence the fans’ loyalty only insignificantly. Indeed, sport fans are a highly attractive target group for marketers of sport clubs. However, it could not be clarified so far if this is only the case for products connected directly with the club or if these effects are also related to offers indirectly associated with the club. This especially concerns the products of club or team sponsors. Companies hope that the passion fans feel toward a sport team or club are transferred to or ‘rub off’ on their brand (Madrigal, 2004). The results of market research indicate the potential of top sport sponsorship in increasing awareness of brands (Johan and Pham, 1999; Lardinoit and Derbaix, 2001; Rifon et al., 2004; Speed and Thompson, 2000).
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.