We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
EXAMINING LOYALTY REWARD PROGRAMS BY BRANDS THAT PARTNER WITH SPORTS TEAMS: A STUDY OF FRENCH CONSUMERS.
- Authors
Loquier, Clara; Dalakas, Vassilis
- Abstract
This study used a sample of French consumers that included highly identified fans of French soccer club Paris Saint-Germain (PSG), low-identification fans, and non-fans, to examine their responses to loyalty reward benefits for different brands. The reward benefits were either tied to the team (e.g., teamrelated experiences) or not (e.g., vouchers for the brand). Results showed that highly identified fans found the team-related benefits more desirable than the low-identification fans and non-fans. Also, highly identified fans found several of the team-related benefits more desirable than the benefits not relating to the team. The findings provide useful managerial insight regarding the value of brands partnering with sports teams and offering team-related benefits as part of the brand's loyalty reward program.
- Subjects
PARIS-Saint-Germain-Football-Club; CUSTOMER loyalty programs; SPORTS teams; TEAM sports; SOCCER teams; SOCCER fans; BRAND loyalty; REWARD (Psychology)
- Publication
Journal of Business & Behavioral Sciences, 2021, Vol 33, Issue 2, p103
- ISSN
1099-5374
- Publication type
Article