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Auteur Burak TATLI |
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Are the purchasing intentions of counterfeit products of clubs different among fans ? / Burak TATLI / 2018
Titre : Are the purchasing intentions of counterfeit products of clubs different among fans ? Type de document : Mémoire Auteurs : Burak TATLI Année de publication : 2018 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
CONTREFACON ; COMPORTEMENT DU CONSOMMATEURRésumé : This paper is a study of customer behavior of fans when it comes to counterfeit products. We often forget it, but sport is the business of clubs, fans are their customers and counterfeit goods are their illegitimate competitors. The main goal is to understand the differences between each kind of fans. That is why we made a classification of fans based on answers to a survey that measures loyalty and commitment to clubs. This study shows evidences of differences in purchasing intention among fans, and also differences in motivations that prevent them from buying counterfeit goods. Devoted fans are less willing to buy counterfeit goods, and they have 2 additional motivations that prevent them from buying counterfeit products (devoted fans want their club to earn money and can feel that buying counterfeit goods is betraying). These differences among fans are important to know for clubs in order to adapt their marketing strategy. Indeed, as loyalty and commitment can prevent from buying counterfeit goods, clubs should focus on brand attachment for non-loyal and moderated fans. Promotions can also, for example, be better targeted since non-loyal and moderated fans are more willing to buy counterfeit goods. Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485327
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