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• W2137919386 abstract "Purpose – There is debate and controversy about the use of branding in sport. Often, fans show loyalty to their club that many brands could only dream of, and a key argument of previous research is that supporters do not like to think of their club in commercial terms, as a brand. However, the authors argue that in today's environment fans have pragmatic attitudes towards the necessity of branding and its importance in the future success of their clubs. Thus this paper aims to develop and test a model conceptualising the relationship between supporters' emotional attachment, supporters' brand perception/strength and their support for brand extension.Design/methodology/approach – In‐depth interviews with, players, clubs' officials and supporters, leading to the design of a survey instrument completed by 842 supporters of two professional Norwegian football clubs.Findings – The model confirms that fans that have a strong emotional attachment to their club have a stronger perception of the club as a brand an..." @default.
• W2137919386 created "2016-06-24" @default.
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• W2137919386 date "2012-09-14" @default.
• W2137919386 modified "2023-10-16" @default.
• W2137919386 title "Examining the relationship between brand emotion and brand extension among supporters of professional football clubs" @default.
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• W2137919386 doi "https://doi.org/10.1108/03090561211247810" @default.
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