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Local embeddedness versus global orientation in European club football? : exploring fan attachment of Schalke 04

Landmesser, Felix (2013) Local embeddedness versus global orientation in European club football? : exploring fan attachment of Schalke 04.

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Abstract:Football has become a global business and most matches are broadcasted worldwide nowadays. Due to these developments, it can be suggested that football clubs are dis-embedding as they begin to lose their local roots. However, research has shown that clubs still depend on local connections. Thus, this study aims at answering the question whether the attitudes of local and distant fans differ as their attachment to the location of the favourite club is supposed to differ. In order to tackle this question, a case study among fans of the German Bundesliga club Schalke 04 was conducted. By using a Mann-Whitney U Test, this study is able to highlight attitudinal differences among the fan base and an archetypal ‘global fan’ can be identified. It is further shown that football clubs have various options to respond to the emergence of this new fan type. Although clubs are facing new challenges, this study does not reveal a strong process of dis-embeddedness.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Public Administration BSc (56627)
Link to this item:http://purl.utwente.nl/essays/62765
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