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Jakten på en idrottsförenings framgång: En studie om faktorer som påverkar en idrottsförenings varumärkeskapital
Malmö universitet, Fakulteten för lärande och samhälle (LS), Institutionen Idrottsvetenskap (IDV).
Malmö högskola, Fakulteten för lärande och samhälle (LS), Institutionen Idrottsvetenskap (IDV).
2021 (svensk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgaveAlternativ tittel
The Pursuit of the Success of a Sports Club : A study about factors that affect a sports club’s brand equity (engelsk)
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.

sted, utgiver, år, opplag, sider
2021. , s. 60
Emneord [en]
brand equity, brand theory, football, ice hockey, soccer, sports club, success, swedish football league, swedish hockey league
Emneord [sv]
fotboll, allsvenskan, framgång, framgångsfaktor, idrottsförening, ishockey, SHL, varumärkeskapital, varumärkesteori
HSV kategori
Identifikatorer
URN: urn:nbn:se:mau:diva-42585OAI: oai:DiVA.org:mau-42585DiVA, id: diva2:1559413
Utdanningsprogram
LS Sport Sciences
Presentation
2021-05-31, Malmö, 11:13 (svensk)
Veileder
Examiner
Tilgjengelig fra: 2022-05-20 Laget: 2021-06-02 Sist oppdatert: 2022-06-27bibliografisk kontrollert

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Petersson, JonatanEnman Lindgren, Filip
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