The purpose of this study is to explain how supporters affect a team's brandmanagement. The theories and earlier research looked upon in this study areconnected to brand management, brand image, brand personality and theattachment theory. This study is interesting due to the fact that the sportsindustry is unique in comparison to other industries. In sports the customersare supporters that other industries do not have. A limited amount of researchabout supporters has been done, and they have not been clearly defined. Thisstudy used a qualitative research method and collected data from semistructured interviews with six different teams in the SHL. A thematic analysiswas performed to analyze and summarize the data. The summarized data wasthen compared and connected to our theoretical framework in order to try andanswer the purpose and research questions of the study. The managerialimplication of the study was that it showed that team managers in the SHLcommunicate through social media, events, and more, in order to have aconstant dialogue with supporters. The main theoretical contribution is thatsupporters can be connected to the attachment theory, and that brandmanagement in the sport industry might be defined along a B2S, “Business-toSupporter” perspective.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-98969 |
| Date | January 2023 |
| Creators | Renault, Johan, Hulldin, David |
| Publisher | Karlstads universitet, Handelshögskolan (from 2013) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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