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Director

Dr. Sorin CACE


Consiliul Stiintific

Prof. univ. dr. Catalin ZAMFIR, Membru Corespondent al Academiei Romane

Prof. univ. dr. Asher BEN-ARIEH, Director Institutul Haruv, Ierusalim, Israel

Prof. univ. dr. Gary B. MELTON, Universitatea Colorado, Denver, SUA

Prof. univ. dr. John LUTZKER, Universitatea Georgia State, Atlanta, SUA

Prof. univ. dr. Michael J. PALMIOTTO, Universitatea Wichita State, Kansas, SUA

Prof. univ. dr. Jill KORBIN, Universitatea Case Western Reserve, Cleveland, SUA

Prof. univ. Keith HALEY, Universitatea Tiffin, Ohio, SUA

Prof. univ. dr. Jimmy TAYLOR, Universitatea Ohio, Zanesville, Ohio, SUA

Prof. univ. dr. Andrea WIGFIELD, Universitatea din Leeds, Leeds, Marea Britanie

Prof. univ. dr. Elizabeth ECKERMANN, Deakin University, Victoria, Australia

Prof. univ. dr. Renwu TANG, Decan al Facultăţii de Management şi al Academiei Guvernului din Bejing Normal University, Beijing, China

Prof. univ. dr. Amitabh KUNDU, Universitatea Jawaharlal Nehru, New Delhi , India

Prof. univ. dr. Claude MARTIN, Director Cercetare CNRS, Universitatea din Rennes, Franta

Prof. univ. dr. Munyae M. MULINGE, Universitatea United States International (USIU), Nairobi, Kenya

Prof. univ. dr. Manuel Antonio GARRETON, Universitatea din Chile, Santiago de Chile, Chile

Dr. Renata FRANC, Institutul de Stiinte Sociale "Ivo Pilar", Zagreb, Croatia

Prof. univ. dr. Asun LLENA BERNE, Universitatea din Barcelona, Barcelona, Spania

Prof. univ. dr. Nawab Ali KHAN, Universitatea Saman bin Abduaziz, Al Kharj, Regatul Arabiei Saudite

Conf. univ. dr. Nicolae SALI, Universitatea Libera Internationala din Moldova, Chisinau, Moldova

Conf. univ. dr. Mihaela TOMIŢĂ, Universitatea de Vest, Timisoara

Prof. univ. dr. Valeriu IOAN-FRANC, Director Adjunct al Institutului National de Cercetari Economice

Prof. univ. dr. Corina CACE, Academia de Studii Economice

Conf. univ. dr. Mircea ALEXIU, Universitatea de Vest Timisoara

Prof. univ. dr. Stefan COJOCARU, Universitatea "Alexandru Ioan Cuza" Iasi


ISSN

Print: 1582-8344

Electronic: 2247-6571


Articole:
THE REFUGEE CRISIS IN EUROPE AND ADDRESSED SOLUTIONS
Adrian OTOVESCU, Maria-Cristina OTOVESCU


FAN DRAIN DUE TO BRAND IDENTITY LOSS. EVIDENCE FROM ROMANIAN SECOND LEAGUE FOOTBALL

Abstract
"Fan drain" is a term used to describe the loss of stadium-goers suffered by a sports club. While there are many reasons why supporters turn their back and walk away from the terraces (e.g. better entertainment alternatives, poor sporting performances, too high admission costs etc.), this research focuses on one of the problems that Romanian football was confronted with lately: the loss of brand identity. Many football clubs, rich in tradition, went bankrupt and were dissolved, part of Romanian football's history disappearing with them and, at the same time, important groups of fans who suddenly faced a situation where they didn't have a club any longer for which to cheer for. Some other clubs, even if still existing, were relocated to other cities due to the loss of support (mainly financial) that they had once enjoyed in their places of origin. The relocated clubs were separated from their fans, while the people in the new places of destination did not show any particular interest in adopting the "alien" teams. A decline in stadium attendances was one of the consequences. The research uses four brand conveyors (tools through which brand meaning can be created for a football club) as independent variables and correlates them with a dependent variable (match attendance) to run a regression analysis that aims to find out whether the creation of brand meaning and its transfer towards the fans can combat the decline in attendances. Romanian Second League football has been chosen as a sample. Results indicate that focusing on sports marketing tactics, such as offering match programs, selling admission tickets or improving PR activities can facilitate the process of neutral fans to adopt "alien" teams, can help football brands with low or no identity to easier relate with (new) fans and, overall, can increase match attendances.
Cuvinte cheie
fan drain, football branding, sports marketing, brand identity, match attendances

Autor
Vlad I. ROSCA
PhD Lecturer, Faculty of Business Administration in Foreign Languages (FABIZ), The Bucharest University of Economic Studies. E-mail: vlad_rsc@yahoo.com

Cum citez
Rosca, V. (2017). FAN DRAIN DUE TO BRAND IDENTITY LOSS. EVIDENCE FROM ROMANIAN SECOND LEAGUE FOOTBALL, Journal of Community Positive Practices, Nr. 2/2017, 31-50


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Numar Curent

JCPP Nr. 2 2017



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Resurse

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