Nicolas Chanavat publie un article dans Journal of Strategic Marketing

Nicolas Chanavat a publié un article intitulé « Sustaining the brand’s history while adapting to new markets: the delicate interplay of brand heritage and brand stretching in the eyes of satellite fans of British premier league clubs » dans la revue « Journal of Strategic Marketing ».

Résumé : In the nostalgia-driven environment of European football clubs, emphasising brand heritage is considered a promising branding strategy. However, European football clubs’ branding targets an increasing ratio of fans from outside clubs’ countries, despite these so-called satellite fans being less likely to value a brand heritage orientation. Moreover, due to competitive market conditions, club-brands are forced to expand their business models, which can lead to potential incongruent positioning strategies. We use an experimental 2 × 2 between-subjects design to investigate the interplay of brand heritage (low vs high) and brand stretching (low vs high) and their effects on attitudes towards the branding strategy. Our findings suggest that brand stretching, a strategy of business diversification, has a negative effect on satellite fans’ attitudes towards the brand strategy, while brand heritage has no effect. We find an interactive effect between brand heritage and brand stretching, indicating that satellite fans dislike incongruent branding and alleged sustaining of a brand’s heritage.

L’article est lisible à cette adresse.