Português
Ciência-IUL
Publications
Publication Detailed Description
Journal Title
Revista Internacional de Deportes Colectivos
Year (definitive publication)
2014
Language
English
Country
Spain
More Information
Web of Science®
This publication is not indexed in Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
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
--
Keywords
Fandom; Tribalism; Sports marketing; Post-modernism
