... consisting of three interrelated modes of engagement, which is used for interpretive sense-making in a dynamic and lively case context of amateur-level football (soccer) played on artificial grass. Based on a qualitative study using ethnographic techniques, this study examines the whats and the hows of value...

... football clubs. Findings The model confirms that fans that have a strong emotional attachment to their club have a stronger perception of the club as a brand and support brand extension. Research limitations/implications This is a one‐country study. Practical implications Club management needs...

... the traditional use of geo‐demographic and psychographic approaches. Examines the business of football. Using a mixed qualitative and survey based approach, an exploration of football supporters was undertaken with the objective of identifying segmentation opportunities. A number of new segments were identified...