Building Sports Brands and Fan Relationships During a Global Pandemic

Chowdhury, Ehsanul; Fjellström, Daniella; Mancuso, Giancarlo; Addo, Richard

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Building Sports Brands and Fan Relationships During a Global Pandemic

Chowdhury, Ehsanul

University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0001-5257-7459

Fjellström, Daniella

University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies, Business administration.ORCID iD: 0000-0002-1666-4317

Mancuso, Giancarlo

Addo, Richard

2023 (English)Conference paper, Oral presentation with published abstract (Refereed)

Abstract [en]

This study aims to investigate the measures taken by hockey clubs, using SM, to build their brand and fan relationship during the COVID-19 pandemic in Sweden. To this end, the study looks at a variety of activities and commitments connected with SM, as well as taking into consideration the perspectives of both the hockey clubs and their fans.

Place, publisher, year, edition, pages

2023.

Keywords [en]

fans relationship, brand loyalty, interaction, engagement, social media

National Category

Economics and Business

Research subject

Intelligent Industry

Identifiers

URN: urn:nbn:se:hig:diva-43292OAI: oai:DiVA.org:hig-43292DiVA, id: diva2:1812825

Conference

ICAEM 2023: 17. International Conference on Advertising Effectiveness and Marketing, December 25-26, 2023, Dubai, United Arab Emirates

Available from: 2023-11-17 Created: 2023-11-17 Last updated: 2023-11-21Bibliographically approved

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Chowdhury, Ehsanul Fjellström, Daniella

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