Team Brand Communities. Potentials and Pitfalls of the Brand Community Concept in the International Sport Brand Management

Diploma Thesis from the year 2010 in the subject Sport - Sport Economics, Sport Management, grade: 1,3, University of Bath, language: English, abstract: The aim of this thesis is to transfer Muniz/O'Guinn's brand community concept to the sports market. Looking at the previous conception and definition of brand communities, those communities around the brands of sports organisations appear to be an...