Photo: FC Bayern Munich’s brand value 2014 (source: Brand Finance). According to a recent study from Brand Finance, FC Bayern Munich still comes out as the no. 1 ‘football brand’ measured on brand value in 2014. The switch from Juup Heynckes to Pep Guardiola has been rather smooth for the German powerhouse and Guardiola has […]
Tag Archives | fan relationships in football
Football marketing – activation of players and coaches – Liverpool FC case
By Kenneth Cortsen on October 28, 2013 in Sport & Media Relations, Sport Economy, Sport Management, Sport Marketing
Research has shown that sports stars and celebrities are very influential in relation to young sports fans regarding these fans’ behavioral intentions in switching products, producing brand loyalty and word-of-mouth. That concludes that sports stars are significant socialization with huge potential of impact on purchase intentions and consumption patterns (Dix et al., 2010; Appelbaum et […]