The Unbreakable Bond: A Qualitative Study on the Relationship between Football Fans and Their Clubs
Thesis Purpose: The purpose of this study is to outline the relationship between football fans and their respective clubs. The seemingly unbreakable consumer loyalty a football team enjoys is arguably unique in the corporate world, and we aim to examine this loyalty and its influence on the brand-consumer relationship. Theory: The theory used in this thesis is centred around brand loyalty and con
