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Measurement and segmentation of sport fans using brand association networks: Application to Union of European Football Associations (UEFA) Champions League (UCL)

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  • Bouzdine-Chameeva, Tatiana
  • Ferrand, Alain
  • Valette-Florence, Pierre
  • Chanavat, Nicolas

Abstract

This article presents a new research methodology for cognitive segmentation based on brand association networks. This application illustrates how brand association networks and cognitive segmentation can identify and describe the UEFA Champions League fans’ segments as a function of their cognitive content and structure. Four segments were identified (show-business lovers, passionate fans, admirers of celebrities and fair play, and event followers). A discussion of the results, directions for future research and managerial contributions are provided.

Suggested Citation

  • Bouzdine-Chameeva, Tatiana & Ferrand, Alain & Valette-Florence, Pierre & Chanavat, Nicolas, 2015. "Measurement and segmentation of sport fans using brand association networks: Application to Union of European Football Associations (UEFA) Champions League (UCL)," Sport Management Review, Elsevier, vol. 18(3), pages 407-420.
    • Handle: RePEc:eee:spomar:v:18:y:2015:i:3:p:407-420
    DOI: 10.1016/j.smr.2014.11.002
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    References listed on IDEAS

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    Cited by:

    1. Zhou, Xiaochen & Hanlon, Clare & Robertson, Jonathan & Spaaij, Ramon & Westerbeek, Hans & Hossack, Allison & Funk, Daniel C., 2018. "Dress for fit: An exploration of female activewear consumption," Sport Management Review, Elsevier, vol. 21(4), pages 403-415.
    2. Moital, Miguel & Bain, Amy & Thomas, Harriet, 2019. "Summary of cognitive, affective, and behavioural outcomes of consuming prestigious sports events," Sport Management Review, Elsevier, vol. 22(5), pages 652-666.

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