Concepedia

A Phenomenological Research Study on Sports Fandom in Portugal: A Comparative Study of Surfing and Football

Journal of Euromarketing · 2008 · 13 citations · 43 references

Concepts

Social SciencesMarketingMarketing ManagementBrand ManagementConsumer BehaviorSubculture StudiesBrand LoyaltyFan CommunitiesFan CultureFan StudiesFandom CommunitiesFandom StudiesComparative Case Study DesignConsumer FandomPhenomenological Research Design

Abstract

ABSTRACT The aim of this research is to identify the existence of tribal behaviour in surfing lovers and football fans and the impact of this tribalism on the consupmption of brans associated with surfing. The intention is not to focus on tribal relationships between fans and their club or sport, but to identify to what extent the fan commitement level can impact on preferences toward sponsor brands.

References

43

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