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| Author: | Parker, K. Stuart, T. |
| Title: | The West Ham syndrome |
| Journal: | Journal of the Market Research Society
1997 : JUL, VOL. 39:3, p. 509-517 |
| Index terms: | BRAND LOYALTY FOOTBALL |
| Language: | eng |
| Abstract: | This study compares the intense loyalty achieved by football clubs with brand loyalty. Football can be regarded as a product sector and football clubs as brands. In this context the football clubs are unique by engendering phenomenal brand loyalty despite their weeknesses and strengths, which is totally different from almost all other product sectors where brand switching occurs which reflect them. The study examines whether other sector brands can benefit from this loyalty to football brands, looking at causes for brand loyalty and debating the reasons for football brand choice. |
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