Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica?
Autor(a) principal: | |
---|---|
Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/38689 |
Resumo: | The concept of co-creation has been extensively discussed recently both in literature and in practice. Nevertheless, researchers struggle to agree on a single universal definition. For the purpose of this dissertation we define co-creation as “joint collaborative activities by parties involved in direct interactions, aiming to contribute to the value that emerges for one or both parties” (Grönroos, 2008). Additionally, not all brands fulfill the necessary conditions to ensure co-creation. Football club brands, after thorough analysis, are assumed to be a case worthy to study in this context (Healy & McDonagh, 2013; Pongsakornrungsilp & Schroeder, 2011). With the goal of extending knowledge on the topic, we developed a longitudinal single case study, based on qualitative in-depth interviews, studying co-creation in the context of a Portuguese football club brand – Sport Lisboa Benfica. The research brings important insights to the theory of brand identity construction and development, since it demonstrates that the interactions between consumers (i.e., fans) and the brand managers impact the brand identity. We conclude that consumers co-create with football club brands and co-influence their brand identity, together with the managers. Other implications are also discussed in this thesis. |
id |
RCAP_c8c0362a28970ef4ef7ae2dae05d1d2a |
---|---|
oai_identifier_str |
oai:run.unl.pt:10362/38689 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica?Brand managementBenficaFootballBrand identityCommunity managementCo-creationDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe concept of co-creation has been extensively discussed recently both in literature and in practice. Nevertheless, researchers struggle to agree on a single universal definition. For the purpose of this dissertation we define co-creation as “joint collaborative activities by parties involved in direct interactions, aiming to contribute to the value that emerges for one or both parties” (Grönroos, 2008). Additionally, not all brands fulfill the necessary conditions to ensure co-creation. Football club brands, after thorough analysis, are assumed to be a case worthy to study in this context (Healy & McDonagh, 2013; Pongsakornrungsilp & Schroeder, 2011). With the goal of extending knowledge on the topic, we developed a longitudinal single case study, based on qualitative in-depth interviews, studying co-creation in the context of a Portuguese football club brand – Sport Lisboa Benfica. The research brings important insights to the theory of brand identity construction and development, since it demonstrates that the interactions between consumers (i.e., fans) and the brand managers impact the brand identity. We conclude that consumers co-create with football club brands and co-influence their brand identity, together with the managers. Other implications are also discussed in this thesis.Silveira, Catherine daRUNOliveira, Eduardo Francisco Mendes de2019-01-20T01:30:29Z2018-01-202018-01-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/38689TID:201863570enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:21:17Zoai:run.unl.pt:10362/38689Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:31:01.599701Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
title |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
spellingShingle |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? Oliveira, Eduardo Francisco Mendes de Brand management Benfica Football Brand identity Community management Co-creation Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
title_full |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
title_fullStr |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
title_full_unstemmed |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
title_sort |
Co-creation and brand identity within the context of a football club: do the fans co-influence the brand identity of Sport Lisboa Benfica? |
author |
Oliveira, Eduardo Francisco Mendes de |
author_facet |
Oliveira, Eduardo Francisco Mendes de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Silveira, Catherine da RUN |
dc.contributor.author.fl_str_mv |
Oliveira, Eduardo Francisco Mendes de |
dc.subject.por.fl_str_mv |
Brand management Benfica Football Brand identity Community management Co-creation Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Brand management Benfica Football Brand identity Community management Co-creation Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The concept of co-creation has been extensively discussed recently both in literature and in practice. Nevertheless, researchers struggle to agree on a single universal definition. For the purpose of this dissertation we define co-creation as “joint collaborative activities by parties involved in direct interactions, aiming to contribute to the value that emerges for one or both parties” (Grönroos, 2008). Additionally, not all brands fulfill the necessary conditions to ensure co-creation. Football club brands, after thorough analysis, are assumed to be a case worthy to study in this context (Healy & McDonagh, 2013; Pongsakornrungsilp & Schroeder, 2011). With the goal of extending knowledge on the topic, we developed a longitudinal single case study, based on qualitative in-depth interviews, studying co-creation in the context of a Portuguese football club brand – Sport Lisboa Benfica. The research brings important insights to the theory of brand identity construction and development, since it demonstrates that the interactions between consumers (i.e., fans) and the brand managers impact the brand identity. We conclude that consumers co-create with football club brands and co-influence their brand identity, together with the managers. Other implications are also discussed in this thesis. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-01-20 2018-01-20T00:00:00Z 2019-01-20T01:30:29Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10362/38689 TID:201863570 |
url |
http://hdl.handle.net/10362/38689 |
identifier_str_mv |
TID:201863570 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799137933834321920 |