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En kvantitativ studie av vad som påverkar fotbollssupportrarnas intentioner att konsumera ett varumärke
The study examines what affects loyal football supporter?s intentions to an array of behaviors that can generate revenues to the football clubs. Specifically the study shows that attitude towards the club affects the supporter?s intentions towards consuming products and services that in some way are related to the favorite club stronger than the satisfaction with the club. Furthermore, the study also shows that there are different kinds of attitudes that drive the intentions and that the strength of these drivers varies. Also it is the attitude towards a specific behavior that drive the intentions rather than the attitude towards the club itself. Many football clubs strong beliefs that the club?s strong brand is a sufficient factor for success is in other words a truth that is not based on a strong base. These findings are aspects that the clubs generally can use in order to develop their businesses and particularly in order to make their product and service offerings more efficient.