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Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Moving beyond fan typologies: The impact of social integration on team loyalty in football
Author(s): Fillis, Ian
Mackay, Craig
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Keywords: loyalty
case study
Issue Date: 2014
Citation: Fillis I & 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.
Abstract: 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.
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Rights: This item has been embargoed for a period. During the embargo please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study. This is an Author's Accepted Manuscript of an article published inJournal of Marketing Management, Volume 30, Issue 3-4, 2014, pp. 334-363 copyright Taylor & Francis, available online at:

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