 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: •Analyzing fans’ cognitive structures related to brands, taking into account their heterogeneity, is an important issue in sport marketing.•We propose a new research methodology to measure brand association networks.•We present an innovative method to segment sport fans based on the brand association networks.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. Date: 2015 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:taf:rsmrxx:v:18:y:2015:i:3:p:407-420 Ordering information: This journal article can be ordered from DOI: 10.1016/j.smr.2014.11.002 Access Statistics for this article Sport Management Review is currently edited by Sheranne Fairley More articles in Sport Management Review from Taylor & Francis Journals |
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