Résumés
Abstract
The objective of the research is to identify key factors that can reduce resistance towards a change in club identity. The results of our quantitative approach conducted with 229 fans of football clubs show that it is extremely important to inform supporters about the reasons and the benefits of the brand identity change, for the club and for themselves. Furthermore, the fans’ tradition consciousness amplifies their resistance to brand identity change. Our results also indicate that after the brand identity change, fans limit the positive word of mouth towards the club (a form of passive resistance) and then exit (a form of active resistance).
Keywords:
- sport,
- fan resistance,
- brand identity change,
- word of mouth
Résumé
L’objectif de la recherche est d’analyser quels sont les facteurs pouvant limiter la résistance des fans à un changement d’identité d’un club. Les résultats de notre approche quantitative menée auprès de 229 fans de club de football soulignent l’importance d’informer les supporters concernant les raisons et les bénéfices du changement pour le club et pour les supporters. De plus, la sensibilité à la tradition du club renforce la résistance au changement de marque. Nos résultats indiquent également qu’après un changement d’identité de marque, les fans limitent le bouche à oreille positif envers le club (forme de résistance passive) et peuvent abandonner le club (forme de résistance active).
Mots-clés :
- sport,
- résistance des consommateurs,
- changement d’identité de marque,
- bouche à oreille
Resumen
El objeto de la investigación es analizar cuáles son los factores que influyen en la limitación de la resistencia de los aficionados a un cambio de identidad. Los resultados de nuestra investigación cuantitativa llevada a cabo con 229 aficionados de los clubes de fútbol resaltan la importancia de informar a los aficionados sobre los motivos y los beneficios del cambio para el club y los aficionados. Además, la sensibilidad a la tradición del club fortalece la resistencia al cambio de marca. Nuestros resultados también indican que después de un cambio de identidad de marca, los aficionados limitan el boca a boca positivo hacia el club (forma de resistencia pasiva) y pueden abandonar el club (forma de resistencia activa).
Palabras clave:
- deporte,
- resistencia del consumidor,
- cambio de identidad de marca,
- de boca a boca
Parties annexes
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