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The creation of RB Leipzig. Authentic identity or self-deception?

©2016 Textbook 105 Pages

Summary

This book examines a five-year old football club from Leipzig which was founded by Red Bull for marketing reasons. Because the audience’s interest is surprisingly high, the motivation for the attendance of those fans has been investigated. To identify the degree of affiliation of Leipzig fans with the club, the SSIS has also been examined. In a survey both online and at the stadium 223 football fans have been interviewed to give their opinion on RB Leipzig. In order to approach the core topic, the literature review considers sport sponsoring, identity based team brand management and team identification.

Details

Pages
105
Type of Edition
Erstausgabe
Year
2016
ISBN (PDF)
9783960675778
ISBN (Softcover)
9783960670773
File size
18.6 MB
Language
English
Publication date
2016 (October)
Keywords
Identity based team brand Professional football Sport marketing RB Leipzig Red Bull Corporate identity Bundesliga Brand identity SSIS
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Title: The creation of RB Leipzig. Authentic identity or self-deception?