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moving beyond fan typologies: the impact of social integration on team loyalty in football

Fillis, IR and Mackay, C (2014) moving beyond fan typologies: the impact of social integration on team loyalty in football. Journal of Marketing Management, 30 (3-4). pp. 334-363. ISSN 0267-257X

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The purpose of this paper is to develop detailed insight into loyalty among football fans of Hibernian FC, moving beyond typologies to a more socially grounded approach. Issues explored include patterns of consumption, distinctions between fan groups, and antecedents of loyalty. The origins and development of the club are evaluated, and consumer fanaticism, football fan loyalty, consumption behaviour, and the sociological impact of fan communities are discussed. Data were collected using a variety of methods, including participant observation, in-depth interviews, and analysis of websites and fan forums. Key findings relate to the impact of family and community influences on loyalty, initial experiences of developing associations with the club, through to the impact of socialisation, and the lived experience of being a supporter. A supporter matrix is constructed as a portrayal of the loyalty found at the club. A range of theoretical implications is considered, and the matrix promoted as a tool for understanding loyalty in clubs with similar social structures and community connections.

Item Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 5 Jul 2013 available online: http://dx.doi.org/10.1080/0267257X.2013.813575
Uncontrolled Keywords: 1505 Marketing, 1504 Commercial Services, 1503 Business And Management
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Liverpool Business School
Publisher: Taylor & Francis (Routledge): SSH Titles
Related URLs:
Date Deposited: 30 Jun 2016 12:16
Last Modified: 17 May 2022 09:44
DOI or ID number: 10.1080/0267257X.2013.813575
URI: https://researchonline.ljmu.ac.uk/id/eprint/3827
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