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THE POWER OF BRAND LOYALTY University THE POWER OF BRAND LOYALTY IN SPORTS Students’ Name Lecturer’s Name Course Number Date EXPLORATION OF CUSTOMER EXTREME LOYALTY TO SPECIFIC TEAMS AND LEAGUES AND HOW IT AFFECTS FUTURE CUSTOMER BEHAVIOR CHAPTER ONE INTRODUCTION 1.1 Research Overview The profitability and growth of leagues and sports clubs many times is attributed to the level of engagement and the consequence its fan base. Nonetheless few studies have been conducted to elaborate how fan engagement and fan experience can be enhanced to influence their consumption behavior. Although there has been recent rapid involvement in loyalty studies minimal attention has been allotted to the conceptualization of the customer’s extreme loyalty to specific teams and leagues (Bristow and Sebastian 2011). This research aims at exploring the customer’s extreme loyalty to specific teams and leagues and how it affects future customer behavior. A suitability sample of 30 fans from one Research Report pp.1-60 Melnick M.J (1989). The sports fan. A teaching guide and bibliography Sociology of Sports Journal.6 (4) pp.167-175. Stotlar D (2013). Sports grill Demographics and Marketing Implications. Sports Marketing Quarterly 4 (3) pp.23-38 Piipponen H (2011). Enhancing Customer Relations in Team Sports Business. Journal of Marketing 22(1) pp.114-139 Sloan L (2009).The function and impact of sports for sports fans A review of the theory and contemporary research Sports games and play: Social and psychological viewpoint 110(2) pp.219-262 Smith A. and Westerbeek H. (2008). Sports business in the global marketplace. New York: Palgrave Macmillan. Wann D. L. and Schrader M. (2010). Controllability and stability in the self-serving attributions of sports spectators. The Journal of Social Psychology 140(2) pp.160-168 Wann. D. L. Schrader M. P. and Wilson A. M. (2012). Sports fan motivation: Questionnaire validation comparisons by sports and relationship to athletic motivation. Journal of Sports Behavior 22(1) pp.114-139. [...]
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In this discipline, customers are often extremely loyal to specific teams and leagues. What inspires this loyalty and how does this affect future customer behaviour
