Unexpected events and brand loyalty. The case of Crusaders Rugby Club

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Title

Unexpected events and brand loyalty. The case of Crusaders Rugby Club

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FigShare

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FigShare

Description

Prompted by the Christchurch mosque massacres of March 2019, considerable concern was expressed by society around the world, and New Zealand in particular, about anything that might provoke further attacks on Muslims. Consequently, the branding of the Crusaders rugby club in Christchurch came under scrutiny - and became the topic of this research. The research questions were: which brand elements of a sports team would have the greatest impact on attitude to that brand and consequently the br...

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Other

Date created

09 Dec, 2021

Creator

Ash, Paula

URL

https://figshare.com/articles/thesis/Unexpected_events_and_brand_loyalty_The_case_of_Crusaders_Ru...

Related subjects

sports branding / brand loyalty / brand management / unexpected events / temporal analysis / School: School of Marketing and International Business / 150505 Marketing Research Methodology / 909999 Commercial Services and Tourism not elsewhere classified / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce / Marketing Research Methodology

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