Document Type
Conference Proceeding
Publication Date
2021
Abstract
This study used a sample of French consumers that included highly identified fans of French soccer club Paris Saint-Germain (PSG), low-identification fans, and non-fans, to examine their responses to loyalty reward benefits for different brands. The reward benefits were either tied to the team (e.g., team-related experiences) or not (e.g., vouchers for the brand). Results showed that highly identified fans found the team-related benefits more desirable than the low-identification fans and non-fans. Also, highly identified fans found several of the team-related benefits more desirable than the benefits not relating to the team. The findings provide useful managerial insight regarding the value of brands partnering with sports teams and offering team-related benefits as part of the brand's loyalty reward program.
Recommended Citation
Loquier, Clara and Dalakas, Vassilis, "Loyalty Reward Programs by Brands Partnering with Sports Teams: Do Fans Prefer Team-Related Benefits?" (2021). Association of Marketing Theory and Practice Proceedings 2021. 33.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2021/33
