Trish Stuart and Ken Parker

This paper compares the intense loyalty achieved by football clubs with brand loyalty. To marketers, football can be regarded as a product sector and football clubs as brands. However in this context the clubs are unique. They engender phenomenal brand loyalty despite their strengths and weaknesses. This is totally different from almost all other product sectors where brand switching occurs which reflect them. The paper examines whether brands in other sectors can benefit from this traditional loyalty to football brands, debating the reasons for football brand choice, looking at causes for brand loyalty and differences in other sectors. It is shown that certain brands seem to have encompassed attributes which are associated with football and other sectors could benefit from understanding the contributory factors which engender similar responses.

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