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Varumärken i svenska elitfotbollsföreningar: En fallstudie av ÖSK Fotboll
Örebro University, Swedish Business School at Örebro University.
Örebro University, Swedish Business School at Örebro University.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Professional football clubs have changed over the last decades, as they lean more and more towards being managed like corporations. In Sweden a majority of the players today have football as their profession. The success on the field is still the most important aspect for a football club, but it cannot come at the expense of financial difficulties. A club can use its brand to strengthen their financial situation. The purpose of this study is to find factors that are important for the brand of a professional football club in Sweden, and through this generate a theory of what can affect the brand of a Swedish professional football club. The paper is based on a case study of ÖSK Fotboll, one of the clubs in the Swedish Premier Division. Data has been collected through interviews with two of the club's directors and observation of an official meeting for the club's members. As a complement to this data, a survey among forty Swedish football journalists has been conducted.

 

To conduct the analysis, a model has been developed. In the model the brand affects three stakeholders: players/coaches, sponsors and the spectators. To divide the brand into different areas we have used David Aaker's theory about brand equity. Using this theory the brand is divided into brand loyalty, brand awareness, percieved quality and brand associations. To use as a comparison to our findings we have also looked at previous studies of the role of the brand in American sports.

 

By analysing the data six factors that affects the brand has been recognized. These factors are: Spectators, style of football, achievements, connection to the local area, the stadium and players/coaches. The analysis also contains a part concerning the role of the media. Some factors are more important depending on the stakeholder. The conclusion of the study is that the conditions for the Swedish professional football clubs are similar and therefore the theory that has been generated can be applied to all these clubs. To strengthen this theory there should be further studies testing it on other clubs.

Place, publisher, year, edition, pages
2009. , 60 p.
Keyword [sv]
Varumärke, elitidrott, Brand Equity, elitfotboll, ÖSK
National Category
Business Administration
Identifiers
URN: urn:nbn:se:oru:diva-5872ISRN: ORU-HHS/FEK-GK-2010/0018--SEOAI: oai:DiVA.org:oru-5872DiVA: diva2:175148
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-02-08 Created: 2009-02-27 Last updated: 2010-02-08Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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