IDEAS home Printed from https://ideas.repec.org/a/cta/jcppxx/2173.html
   My bibliography  Save this article

Fan drain due to brand identity loss. Evidence from Romanian second league football

Author

Listed:
  • Vlad I. Rosca

Abstract

"Fan drain" is a term used to describe the loss of stadium-goers suffered by a sports club. While there are many reasons why supporters turn their back and walk away from the terraces (e.g. better entertainment alternatives, poor sporting performances, too high admission costs etc.), this research focuses on one of the problems that Romanian football was confronted with lately: the loss of brand identity. Many football clubs, rich in tradition, went bankrupt and were dissolved, part of Romanian football's history disappearing with them and, at the same time, important groups of fans who suddenly faced a situation where they didn't have a club any longer for which to cheer for. Some other clubs, even if still existing, were relocated to other cities due to the loss of support (mainly financial) that they had once enjoyed in their places of origin. The relocated clubs were separated from their fans, while the people in the new places of destination did not show any particular interest in adopting the "alien" teams. A decline in stadium attendances was one of the consequences. The research uses four brand conveyors (tools through which brand meaning can be created for a football club) as independent variables and correlates them with a dependent variable (match attendance) to run a regression analysis that aims to find out whether the creation of brand meaning and its transfer towards the fans can combat the decline in attendances. Romanian Second League football has been chosen as a sample. Results indicate that focusing on sports marketing tactics, such as offering match programs, selling admission tickets or improving PR activities can facilitate the process of neutral fans to adopt "alien" teams, can help football brands with low or no identity to easier relate with (new) fans and, overall, can increase match attendances.

Suggested Citation

  • Vlad I. Rosca, 2017. "Fan drain due to brand identity loss. Evidence from Romanian second league football," Journal of Community Positive Practices, Catalactica NGO, issue 2, pages 31-50.
    • Handle: RePEc:cta:jcppxx:2173
    as

    Download full text from publisher

    File URL: http://jppc.ro/index.php/jppc/article/download/338/301
    File Function: First version, 2017
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    2. Stephen Allan, 2004. "Satellite television and football attendance: the not so super effect," Applied Economics Letters, Taylor & Francis Journals, vol. 11(2), pages 123-125.
    3. repec:fth:geneec:00.04 is not listed on IDEAS
    4. Vásquez, Consuelo & Sergi, Viviane & Cordelier, Benoit, 2013. "From being branded to doing branding: Studying representation practices from a communication-centered approach," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 135-146.
    5. Jean-Marc Falter & Christophe Perignon, 2000. "Demand for football and intramatch winning probability: an essay on the glorious uncertainty of sports," Applied Economics, Taylor & Francis Journals, vol. 32(13), pages 1757-1765.
    6. Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marcos Almeida & Ricardo Coelho & Denise Oliveira & Altair Camargo & Pedro Savioli, 2020. "Sales-based Brand Equity as a Performance Driver in ‘The Country of Soccer," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 24(2), pages 134-150.
    2. Regina Madalozzo & Rodrigo Berber Villar, 2009. "Brazilian Football," Journal of Sports Economics, , vol. 10(6), pages 639-650, December.
    3. Black, Iain & Veloutsou, Cleopatra, 2017. "Working consumers: Co-creation of brand identity, consumer identity and brand community identity," Journal of Business Research, Elsevier, vol. 70(C), pages 416-429.
    4. Alexander John Bond & Francesco Addesa, 2019. "TV demand for the Italian Serie A: star power or competitive intensity?," Economics Bulletin, AccessEcon, vol. 39(3), pages 2110-2116.
    5. Nicoletta Buratti & Francesco Derchi & Giorgia Profumo, 2015. "The blurred boundary between empowered and working consumers: insights from the winner taco case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2015(4), pages 133-156.
    6. Oleg Curbatov, 2013. "The 'Knowledge Marketing': A New Trend In A Management Science World," Post-Print hal-01509370, HAL.
    7. Eelco Kappe & Ashley Stadler Blank & Wayne S. DeSarbo, 2014. "A General Multiple Distributed Lag Framework for Estimating the Dynamic Effects of Promotions," Management Science, INFORMS, vol. 60(6), pages 1489-1510, June.
    8. Dorian Owen, 2014. "Measurement of competitive balance and uncertainty of outcome," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 3, pages 41-59, Edward Elgar Publishing.
    9. Stefan Szymanski, 2021. "On the Incidence of an Ad Valorem Tax: The Adoption of VAT in the UK and Cost Pass Through by English Football Clubs," De Economist, Springer, vol. 169(1), pages 37-61, February.
    10. Dominik Schreyer & Sascha L. Schmidt & Benno Torgler, 2018. "Predicting season ticket holder loyalty using geographical information," Applied Economics Letters, Taylor & Francis Journals, vol. 25(4), pages 272-277, February.
    11. Marco Di Domizio & Raul Caruso, 2015. "Hooliganism and Demand for Football in Italy: Attendance and Counterviolence Policy Evaluation," German Economic Review, Verein für Socialpolitik, vol. 16(2), pages 123-137, May.
    12. Bert Scholtens & Wijtze Peenstra, 2009. "Scoring on the stock exchange? The effect of football matches on stock market returns: an event study," Applied Economics, Taylor & Francis Journals, vol. 41(25), pages 3231-3237.
    13. Partenie Cristina-Veronica, 2019. "From Intent to Action – A Study Regarding High School Students’ Motivation in Choosing a University," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 29(2), pages 17-32, June.
    14. Wladimir Andreff, 2014. "Building Blocks for a Disequilibrium Model of a European Team Sports League," Université Paris1 Panthéon-Sorbonne (Post-Print and Working Papers) halshs-00971782, HAL.
    15. Kuo-Kuang Fan & Ying Zhou, 2020. "The Influence of Traditional Cultural Resources (TCRs) on the Communication of Clothing Brands," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    16. Wayne DeSarbo & Heungsun Hwang & Ashley Stadler Blank & Eelco Kappe, 2015. "Constrained Stochastic Extended Redundancy Analysis," Psychometrika, Springer;The Psychometric Society, vol. 80(2), pages 516-534, June.
    17. Raul Espejo & Gandolfo Dominici, 2017. "Cybernetics of Value Cocreation for Product Development," Systems Research and Behavioral Science, Wiley Blackwell, vol. 34(1), pages 24-40, January.
    18. Jean-Marc Falter & Christophe Pérignon & Olivier Vercruysse, 2008. "Impact of Overwhelming Joy on Consumer Demand," Journal of Sports Economics, , vol. 9(1), pages 20-42, February.
    19. María del Mar Alonso‐Almeida & José Miguel Rodríguez‐Antón & Llorenç Bagur‐Femenías & Jordi Perramon, 2020. "Sustainable development and circular economy: The role of institutional promotion on circular consumption and market competitiveness from a multistakeholder engagement approach," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2803-2814, September.
    20. Dominik Schreyer & Sascha L. Schmidt & Benno Torgler, 2017. "Game Outcome Uncertainty and the Demand for International Football Games: Evidence From the German TV Market," Journal of Media Economics, Taylor & Francis Journals, vol. 30(1), pages 31-45, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cta:jcppxx:2173. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ene Mihai (email available below). General contact details of provider: http://www.jppc.ro/?lang=en .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.