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Sports team reputation is an emerging area of research in the sport management field, and it’s also an important concept.
June 29, 2023
by Ye Lei
Sports team reputation is an emerging area of research in the sport management field, and it’s also an important concept. On the other hand, team identification (ID) is extensively studied in sport marketing context because of its impact on sports consumption behavior. Team ID is defined as the extent to which fans associate themselves with a team.
Recently, Dr. Yong Jae Ko joined with his colleagues to investigate the dynamic relationships between sports team reputation and team identification. They assessed fans’ overall perception of a sports team based on their previous experiences with the team, including team performance, team tradition, team social responsibility, spectator-orientation, management quality, financial soundness.
Data were collected from 520 fans of five European football league champions (Barcelona, Manchester City, Juventus, Bayern Munich, and Paris Saint-Germain) during the 2018–2019 season.
The researchers found that fans tend to highly identify with teams that have a good reputation in terms of performance, spectator-orientation, social responsibility, tradition, and management quality. In addition, the study described how different combinations of these dimensions impact team ID.
This research provides useful insights for practitioners and marketers looking to develop effective strategies to build team reputation and team ID.
“The results of the present research have provided a list and a strategic road map for the managers of old and new sports teams who can focus only on the dimensions and configurations that are best in the shortest possible time with the lowest possible cost based on the resources available in the club.”
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Read the full article here:
Mahmoudian, A., Boroujerdi, S. S., Ko, Y. J., & Delshab, V. (2023). The Impact of Perceived Team Reputation on Team Identification in the Context of European Football League Teams. Corporate Reputation Review, 1-16. https://doi.org/10.1057/s41299-023-00162-2
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