Exploring the impact of the Winnipeg Jets branding strategies on fan’s self identity and loyalty
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Date
2019-04-01
Authors
Punton, Courtney
Journal Title
Journal ISSN
Volume Title
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Abstract
In effort to drive fan loyalty, sports franchises are increasingly looking for ways to connect with the fans. The team-fan base relationship is anchored with the use of branding strategies to improve the fan experience both within and outside the arena. This study examines the impact of True North Sports and Entertainment Ltd.’s branding strategies, and furthermore how these strategies are perceived by the fans. To do so, this study uses a mixed methods approach. The qualitative research includes the results of three semi-structured interviews with staff from the Jets marketing department, while the quantitative portion includes the results of a survey with self-identified Jets fans. This study outlines the Jets branding strategies, the tactics used to execute them, and the influence these have on both attitudinal and behavioural fan loyalty.
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Keywords
Fan loyalty, Team-fan base relationship, Fan experience, Branding strategies, Branding tactics, Attitudinal loyalty, Behavioural loyalty
Citation
APA