Measurement and segmentation of sport fans using brand association networks: Application to Union of European Football Associations (UEFA) Champions League (UCL)

被引：13
作者：
Bouzdine-Chameeva, Tatiana [1 ]
Ferrand, Alain [2 ]
Valette-Florence, Pierre [3 ,4 ]
Chanavat, Nicolas [5 ]
机构：
[1] Bordeaux Management Sch, CEREBEM, Dept Informat Decis & Management, F-33405 Talence, France
[2] Univ Poitiers, Ctr Rech Sci Gest, F-86022 Poitiers, France
[3] Univ Pierre Mendes France Grenoble 2, CERAG, UMR 5820, IAE Grenoble, F-38040 Nice 9, France
[4] Nice Domaine Univ, CERAM, F-38040 Nice 9, France
[5] Univ Paris South, Fac Sport Sci, Dept Sport Management & Mkt, F-91405 Orsay, France
来源：
SPORT MANAGEMENT REVIEW | 2015年 / 18卷 / 03期
关键词：
Sporting brands; Brand associations; Causal mapping; Segmentation; Research methods; TEAM BRAND; EQUITY; METHODOLOGY; EVENT; INTERNATIONALIZATION; CUSTOMER; MODELS; MAPS;
D O I：
10.1016/j.smr.2014.11.002
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This article presents a new research methodology for cognitive segmentation based on brand association networks. This application illustrates how brand association networks and cognitive segmentation can identify and describe the UEFA Champions League fans' segments as a function of their cognitive content and structure. Four segments were identified (show-business lovers, passionate fans, admirers of celebrities and fair play, and event followers). A discussion of the results, directions for future research and managerial contributions are provided. (c) 2014 Sport Management Association of Australia and New Zealand. Published by Elsevier Ltd. All rights reserved.
引用
收藏
页码：407 / 420
页数：14
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