Talk
Tribal Marketing in Sports
José Dionísio (Dionísio, J.); Maria Leal (Leal, M.); Rui Vinhas da Silva (Vinhas da Silva, Rui);
Event Title
II Congreso Internacional de Actividad Fýsica y Deportes
Year (definitive publication)
2014
Language
English
Country
Spain
More Information
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Abstract
Brands that sponsor sports or sports clubs are not always capable of effectively getting close to the fans, and their hearts and wallets. Fan passion does not necessarily therefore transfer over to the brands that endorse a particular club or indeed a sport. The current research seeks to understand how soccer and surf fans see brand sponsorships and their legitimacy and wider acceptability.
Acknowledgements
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Keywords
Fandom; Tribalism; Sports Marketing; Post-Modernism
Publication Identifiers
ci-pub-21087
Other Publication Details
Yes
Other
Madrid
Conference
European
Panel/Round Table