Enhancing Customer-Brand Relationships In The Sports Industry

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorBlakaj, Hedon
dc.contributor.authorHarakka, Daniel
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2024-05-26T16:12:46Z
dc.date.available2024-05-26T16:12:46Z
dc.date.issued2024
dc.description.abstractThis bachelor's thesis studies customer-brand relationships in the context of sports, commonly referred to as fan-team relationships. The research methods exploited during the process are bibliometric analysis and manual literature review. This thesis identifies several special characteristics of the sports industry. It recognizes three dimensions of fan-team relationships, fan engagement, team identification and fan loyalty, that all influence each other. Furthermore, team performance is an independent variable that can significantly affect these relationships. This thesis also provides practical implications for sports managers and suggests future research avenues in the sports marketing field.en
dc.format.extent39
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/128018
dc.identifier.urnURN:NBN:fi:aalto-202405263620
dc.language.isoenen
dc.programmeMarkkinointien
dc.subject.keywordfan-team relationshipsen
dc.subject.keywordfan engagementen
dc.subject.keywordteam identificationen
dc.subject.keywordfan loyaltyen
dc.subject.keywordteam performanceen
dc.titleEnhancing Customer-Brand Relationships In The Sports Industryen
dc.typeG1 Kandidaatintyöfi
dc.type.ontasotBachelor's thesisen
dc.type.ontasotKandidaatintyöfi

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