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School of Business | Department of Marketing | Marketing | 2013
Thesis number: 13718
The Wonder of fanaticism in football
Author: Valjakka, Julius
Title: The Wonder of fanaticism in football
Year: 2013  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; urheilu; sports; kuluttajat; consumers; kuluttajakäyttäytyminen; consumer behaviour; elämäntapa; way of life; identiteetti; identity; yleisö; audience; tarina; narrative
Pages: 31
Full text:
» hse_ethesis_13718.pdf pdf  size:974 KB (996914)
Key terms: consumer behaviour; fan; fanaticism; football; consumer culture; identity; narrative; videography; kuluttajakäyttäytyminen; fani; fanius; jalkapallo; identiteetti; narratiivi; videografia
Abstract:
Objectives:

Current image of a fan is rather one-sided and stereotypical, focusing mainly on the negative and extreme forms of fanaticism. This study focuses on showing the multiplicity of forms that fanaticism really exists in, including a personal side that is not usually visible to other people.

Methodology:

The form of videography was chosen, as it gives the opportunity to show how fans look and act like in their everyday surroundings. Videography provides the most suitable tools in showing all different sides of the phenomenon without interfering too much to the interpretation process.

Key findings:

Fans have created rules for fanaticism, and this has led a high level of brand loyalty that cannot be found anywhere else.

People narrate their lives through touching points that happen in their life. These moments must fit into the own life story and their "desired self". Being a fan constantly provides appropriate moments and touching points to fit to the desired life story.

People want to associate with something bigger, but yet keep some distance and not get too attached to the phenomenon. This closeness experienced afar - phenomenon can take place, for instance, by being part of communities that are situated in a distance. Keeping distance may at times be seen as fans wanting to disassociate themselves from other fans, even those that are fans of the same team. Fans want to make difference between "real" fans and others who are not.
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