Blumrodt, Jens, and Nell C. Huang-Horowitz. “Managing brand identity strategy: how professional football wins the game .” Journal of Business Strategy 38, no. 6 (2017): 31-38.

I chose the article “Managing brand identity strategy: how professional football wins the game,” written by Jens Blumrodt and Nell C.Huang-Horowitz. It is found in the Journal of Business Strategy and it explores the financial success of 20 French professional Football (soccer) clubs. The research question was conducted using a mix-methods approach which consisted of website analysis and personal interviews with fans. Each clubs individual website was studied and the results came back as expected. The richer clubs had more in depth websites that were frequently updated and consisted of more detail and information about the team, while the smaller budget clubs struggled to keep their website up to date. Additionally, every club had running social media sites which allows fans from all over the world to stay connected to their favorite club. Clubs that experience the most success on the field tend to produce the most revenue off the field. That being said, it was proven that a high level of involvement from diehard fans ensures that clubs survive years of poor performance without losing their fan base. Acts, behavior, or events, as well as economic data were used during this experiment. Fans go to games, purchase merchandise and tickets, and support their favorite club online which is an act and behavior. Meanwhile, revenue is earned through these purchases and accounts for the economic data. In depth interviews was one of the methods used during this experiment. 244 fans were individually interviewed for 45-60 minutes each and were asked questions along the lines of how they perceived the club overall, the coach, and the management. This experiment consists of both qualitative and quantitative data. The quantitative data being the number of fans interviewed, and the qualitative being the responses of the fans. The involvement and support for these clubs on a global scale is something that my classmates and other readers will be interested in learning more about.