This cross-cultural study aims to investigate motivations of the UK and the non-UK fans, specifically the factors affecting fan behaviour and the role of marketing activities of the clubs in it. As the purpose of the dissertation is the understanding of behaviour, beliefs and motives, the results will be derived from the in-depth interviews, conducted with fans of Manchester United FC and Chelsea FC. Specifically, it attempts to discover main factors impacting football consumption; to explore the role of relationship marketing and branding in fans’ motivations, and to investigate how fans motivations vary within different demographics and nationalities.
The context of this study is two big English clubs - Manchester United and Chelsea, which have enormous fan bases not only in the UK but all over the world. Literature in relevant fields will be reviewed and presented to build a ground for the further research and explore the current understanding of fans motivations and football marketing.
Table of Contents
1. Introduction
1.1 Research problem
1.2 Study context
1.2.1 Marketing activities of Manchester United FC
1.2.2 Marketing activities of Chelsea FC
1.3. Dissertation structure
2. Literature Review
2.1. Introduction
2.2 Sports marketing: term and strategies
2.3 Football marketing
2.4 Relationship marketing
2.5. Building customer-based brand equity through marketing programmes
2.5.1 Brand and customer-based brand equity
2.5.2 Sports brand and customer-based brand equity in football
2.6. Are the internet and social media replacing traditional media in terms of brand equity creation?
2.7 Sports fan behaviour
2.8 Construction of identity through the symbolic consumption of football
2.9. Conclusion
3. Methodology
3.1 Research purpose and the objectives of the study
3.2 Philosophical underpinnings
3.3 Research design
3.4 Data collection
3.5 Sample design and population
3.6 Setting and process
3.7 Data analysis
3.8 Ethical issues
3.9 Limitations
4. Findings and discussion
4.1 Becoming a fan: main reasons of the non-UK fans
4.2 Symbolic consumption of football of the non-UK fans
4.2.1 Main motivations of the non-UK fans to consume football
4.2.2 How do non-UK fans demonstrate their love and loyalty?
4.3 Becoming a fan: main reasons of the UK fans
4.4 Symbolic consumption of football of the UK fans
4.4.1 Main motives and beliefs of the UK fans
4.4.2 Demonstration of love and loyalty of the UK fans
4.5 Role of relationship marketing and brand management in the formation and shifting fans’ motivation
4.5.1 Awareness of marketing activities of two clubs and attitudes towards them
4.5.2 Engagement with online/offline communities and how social media replace real communities
4.5.3 Relationship marketing
4.5.4 Dark side of branding in football
4.6 Differences and similarities of fans’ motivations within demographics
5. Conclusion
5.1 Key findings
5.2 Implications
5.3 Limitations
Objectives and Core Themes
This dissertation investigates the motivations of UK and non-UK football fans, focusing on how cultural differences, marketing activities, and relationship marketing influence fan behavior, identity construction, and the consumption of professional football, specifically comparing Manchester United FC and Chelsea FC.
- Cross-cultural comparison of football fan motivations and behaviors.
- Evaluation of the role of club marketing and brand management in fan relationships.
- Impact of digital media and social platforms on fan engagement and identity.
- Symbolic consumption of football and its effect on individual self-concept.
- Analysis of demographic influences (age, gender, nationality) on fan loyalty.
Excerpt from the Book
2.8 Construction of identity through the symbolic consumption of football
“Football isn't a matter of life and death. It's more important than that” (Bill Shankly, former manager, Liverpool FC).
In the contemporary world, individuals construct their identity through consumption and make choices based on the social benefits a brand produces and the value it provides (Muniz & O’Guinn, 2001 cited in Fillis & Mackay, 2014). The concept of such identity construction is first introduced by Levy: “people buy things not only for what they can do, but also for what they mean” (Levy, 1959, p.118). Giddens (1991) distinguished four main identity groups: actual self, social-self, ideal self and ideal social-self. In order to attain the ideal self and to raise his/her status, a person will start to consume everything that carries a symbolic meaning for him/her.
With regards to sports consumption, it carries psychological and social benefits for the consumers (Sloan, 1989). Hogg and Michell (1996) argued that if the purchase and use of goods could originate symbolic meaning, then the consumer behaviour of customers would be geared towards developing a self-concept through the consumption of goods as symbols. Therefore, for some the football club becomes an extension of their self in shaping identity, whereas for others this level of engagement is not essential (Fillis & Mackay, 2014). “By buying goods we magically acquire a different persona” (Dittmar 1992, p 2.). To provide an example, acquiring the t-shirt or other attributes of an admired player may enhance the ideal self of the individual and create a common tie with that player.
Summary of Chapters
1. Introduction: This chapter outlines the research problem regarding fan motivations and defines the study context using Manchester United and Chelsea as case studies.
2. Literature Review: The chapter examines existing research on sports marketing, relationship marketing, fan behavior, and the construction of identity through symbolic consumption.
3. Methodology: This section details the qualitative approach taken, including in-depth, semi-structured interviews with 22 fans to explore subjective meanings and fan motivations.
4. Findings and discussion: This central chapter presents and analyzes data on how non-UK and UK fans become supporters, demonstrate loyalty, and perceive club marketing activities.
5. Conclusion: This chapter summarizes the key findings, offers implications for marketing practitioners in the football industry, and notes the study's limitations.
Keywords
Football Marketing, Fan Motivation, Relationship Marketing, Customer-based Brand Equity, Sports Fan Behaviour, Symbolic Consumption, Identity Construction, Cross-cultural Study, Manchester United, Chelsea FC, Social Media, Brand Loyalty, Qualitative Research, Fan Engagement, Commercialisation
Frequently Asked Questions
What is the core focus of this research?
This research investigates the motivations behind football fandom, comparing how UK and non-UK fans of Manchester United and Chelsea consume football and build identities through their support.
What are the primary thematic pillars of the study?
The study centers on sports marketing, consumer psychology, the symbolic nature of football consumption, and the effectiveness of relationship marketing strategies employed by elite football clubs.
What is the overarching research objective?
The primary aim is to identify how marketing and branding influence fan motivations across different cultures and to explore whether these efforts successfully build or maintain long-term fan relationships.
Which methodology was employed to gather data?
The researcher conducted 22 in-depth, semi-structured qualitative interviews to capture the lived experiences, emotions, and personal beliefs of diverse fan groups.
What does the main body of the work address?
The main part of the dissertation details the process of becoming a fan, the symbolic consumption habits of different demographics, the role of social media in modern fandom, and the "dark side" of increasing commercialization.
Which specific terms define the essence of this study?
Key terms include symbolic consumption, identity construction, consumer-based brand equity, sports marketing, and fan loyalty.
How do non-UK fans primarily express their connection to their favorite club?
Non-UK fans often rely on emotional connections and digital engagement, frequently viewing the club as part of their personal identity and using social media to bridge geographical gaps.
What do UK fans prioritize compared to international supporters?
UK fans, who are often game-attendees, place higher priority on the live atmosphere of the stadium, social interaction with local peers, and traditional experiences rather than purely marketing-driven campaigns.
What critique does the author offer regarding modern football clubs?
The author observes that while clubs effectively generate revenue, many fail to build genuine, sustainable relationships with their fans, often treating them as mere "customers" rather than members of a community.
- Citar trabajo
- Narmin Mustafayeva (Autor), 2015, Reasons beyond motives. Psychology or relationship marketing? A cross-cultural investigation of football fans' motivations, Múnich, GRIN Verlag, https://www.grin.com/document/374166
