Contributions to the Theory of Fan Loyalty in Sports: A Finnish Investigation

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorArnould, Eric
dc.contributor.authorLukka, Otso
dc.contributor.departmentMarkkinoinnin laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2020-12-06T17:03:22Z
dc.date.available2020-12-06T17:03:22Z
dc.date.issued2020
dc.description.abstractIn the context of professional team sports, achieving a high level of brand loyalty amongst fans, i.e. fan loyalty, is crucial for organizations due to the unpredictable and seasonal nature of the busi-ness. Loyal fans are sports teams’ most important customer segment as they ensure the team a stable following and revenue stream over time, even when the team performs poorly athletic re-sult-wise. Thus, it is important for sports marketers to be able to recognize factors that create, increase, and maintain fan loyalty. The chosen context for this thesis was Finnish professional ice hockey, and more specifically the fans of the team Helsingin IFK. The research set out to recognize the underlying essentials of fan loyalty and fan-team relationship building, identify relevant factors that increase fan loyalty in the Finnish context and finally suggest practical actions for sports marketers.en
dc.format.extent60+57
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/97287
dc.identifier.urnURN:NBN:fi:aalto-2020120656121
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeMarketingen
dc.subject.keywordbrand loyaltyen
dc.subject.keywordfan loyaltyen
dc.subject.keywordconsumer-brand relationshipen
dc.subject.keywordsports marketingen
dc.titleContributions to the Theory of Fan Loyalty in Sports: A Finnish Investigationen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
local.aalto.electroniconlyyes
local.aalto.openaccessno

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