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

Tatiana Bouzdine-Chameeva, Alain Ferrand, Pierre Valette-Florence and Nicolas Chanavat

Sport Management Review, 2015, vol. 18, issue 3, 407-420

Abstract: 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.

Keywords: Sporting brands; Brand associations; Causal mapping; Segmentation; Research methods (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (2)

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DOI: 10.1016/j.smr.2014.11.002

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