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Jakten på en idrottsförenings framgång: En studie om faktorer som påverkar en idrottsförenings varumärkeskapital
Malmö University, Faculty of Education and Society (LS), Department of Sport Sciences (IDV).
Malmö högskola, Faculty of Education and Society (LS), Department of Sport Sciences (IDV).
2021 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
The Pursuit of the Success of a Sports Club : A study about factors that affect a sports club’s brand equity (English)
Abstract [en]

The aim of this comparative study is to examine and account for factors that make a successful sports club in men’s ice hockey and football at the Swedish elite level out of a brand perspective. To achieve this, a brand theory has been used and has also worked as a foundation for interviews with representatives of clubs from the top Swedish ice hockey league, SHL, as well as the top Swedish football league, Allsvenskan. A survey has also been issued to supporters to get a view of both side’s perspectives. The results show that team success on the field is considered the most important factor that makes a sports club successful. The conclusion also offers other factors that can contribute to a club’s brand equity. What determines a successful club should be decided by how well they accomplish good results within several different fields of the organisation. Therefore, a club's brand reaches further than what happens on the field.

Place, publisher, year, edition, pages
2021. , p. 60
Keywords [en]
brand equity, brand theory, football, ice hockey, soccer, sports club, success, swedish football league, swedish hockey league
Keywords [sv]
fotboll, allsvenskan, framgång, framgångsfaktor, idrottsförening, ishockey, SHL, varumärkeskapital, varumärkesteori
National Category
Sport and Fitness Sciences
Identifiers
URN: urn:nbn:se:mau:diva-42585OAI: oai:DiVA.org:mau-42585DiVA, id: diva2:1559413
Educational program
LS Sport Sciences
Presentation
2021-05-31, Malmö, 11:13 (Swedish)
Supervisors
Examiners
Available from: 2022-05-20 Created: 2021-06-02 Last updated: 2022-06-27Bibliographically approved

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Petersson, JonatanEnman Lindgren, Filip
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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
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  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
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  • asciidoc
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