Team Identity, Supporter Club Identity, and Fan Relationships: A Brand Community Network Analysis of a Soccer Supporters Club

Volume: 34, Issue: 1, Pages: 9 - 21
Published: Jan 1, 2020
Abstract
In this brand community analysis, the authors utilized both the social identity approach and network theory to examine the multiple identities and patterns of interactions among members of an official soccer supporters club. Based on the Multiple In-Group Identity Framework and the brand community triad, the authors differentiated between team and supporter club identity to explore how each affects consumption behaviors. Furthermore, the authors...
Paper Details
Title
Team Identity, Supporter Club Identity, and Fan Relationships: A Brand Community Network Analysis of a Soccer Supporters Club
Published Date
Jan 1, 2020
Volume
34
Issue
1
Pages
9 - 21
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