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Building a Fan Community for Sport Clubs

Author

Listed:
  • Gheorghe JINGA

    (Bucharest University of Economic Studies, Romania)

  • Adrian IACOBINI

    (Bucharest University of Economic Studies, Romania)

Abstract

Building community is important to sports teams. Being part of a community also gives fans a feeling of belonging with other fans with similar interests. Value in brand communities is interactively co-created by companies and consumers, rather than merely exchanged between them. Brand communities are participants in the brand’s larger social construction and play a vital role in the brand’s ultimate legacy. Due to the high level of fan identification with the team (brand), sports teams can build fan communities in ways that few other brands can. Once customers become members in a community, switching costs dramatically increase due to the social bonds, personal rapport, and the trust that has been built thus customer relationship management must focus on building communities where fans and management co-create value.

Suggested Citation

  • Gheorghe JINGA & Adrian IACOBINI, 2017. "Building a Fan Community for Sport Clubs," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 18(3), pages 308-314, July.
    • Handle: RePEc:rom:rmcimn:v:18:y:2017:i:3:p:308-314
    as

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    File URL: https://rmci.ase.ro/no18vol3/06.pdf
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    References listed on IDEAS

    as
    1. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. "Brand Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(4), pages 412-432, March.
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    More about this item

    Keywords

    management communication; sports communication; sport management; sports club management.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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