‘We don't do walking away’

Samra, B., Castle, S. and Bebek, G. (2017) ‘We don't do walking away’. In: Chadwick, S., Arthur, D. and Beech, J. (eds.) International Cases in the Business of Sport. 2nd ed. Oxford: Routledge. pp. 218-233.

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Item Type:	Book Section
Abstract:	This case study considers fan loyalty and can be read in conjunction with other case studies within this book. As with all consumers, fans are a mixed bunch; they all have different backgrounds and motivations. There are differing degrees of loyalty that fan-customers show to ‘their brand’. It is not all about winning either. Some fans stay with their brand through thick and thin (even being relegated four divisions in the case of football club Glasgow Rangers), whilst others show only little brand loyalty. If it is a simple repeat purchase, fine – but if they have to make an effort such as travelling 35 miles for home games – that is a different matter. This case study considers fans’ motivation, fan loyalty and marketing theory to engage with the various fan types or segments.
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.32 Consumer behavior
Creators:	Samra, Balwant, Castle, Stephen and Bebek, Gaye
Editors:	Chadwick, Simon, Arthur, Dave and Beech, John
Publisher:	Routledge
Faculties, Divisions and Institutes:	University Faculties, Divisions and Research Centres - OLD > Faculty of Business & Law > Marketing and Entrepreneurship Faculties > Faculty of Business & Law > Marketing and Entrepreneurship
Date:	20 January 2017
Date Type:	Publication
Page Range:	pp. 218-233
Title of Book:	International Cases in the Business of Sport
Place of Publication:	Oxford
Number of Pages:	264
Language:	English
ISBN:	9781138802452
Media of Output:	Book
Status:	Published / Disseminated
Refereed:	No
Related URLs:	Publisher
URI:	http://nectar.northampton.ac.uk/id/eprint/9318

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