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Fan resistance towards a change in club identity

Author

Listed:
  • Raluca Mogos Descotes

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Véronique Pauwels-Delassus

    (UCL - Université catholique de Lille, LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans' tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance)

Suggested Citation

  • Raluca Mogos Descotes & Véronique Pauwels-Delassus, 2018. "Fan resistance towards a change in club identity," Post-Print hal-01798145, HAL.
    • Handle: RePEc:hal:journl:hal-01798145
    DOI: 10.7202/1060064ar
    as

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    Cited by:

    1. Kannou, Ahmed, 2024. "Les Antécédents de la Résistance des Consommateurs à la Stratégie de Changement d’Enseignes : Preuves Issues d'un Contexte Tunisien [The History of Consumer Resistance to the Brand Switching Strate," MPRA Paper 120273, University Library of Munich, Germany.

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