A qualitative evaluation of the impact of rebranding: A case of Cardiff City Football Club
Evans, Ieuan Thomas
Cardiff Metropolitan University
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The aim of this dissertation is to conduct qualitative research on the impact of rebranding at Cardiff City Football Club. The research aimed to discover the impact the rebrand has had from a fans perspective, through conducting focus groups and by comparing the results with previous literature. This dissertation made use of focus groups, which were conducted through the use of convenience sampling methods and later analysed to form the primary data for this research. The focus groups were conducted and attended by Cardiff City supporters. The questions that were asked were centred around the research aim which focused on the perceptions fans had towards the brand following the rebrand, and also their loyalty and whether it has changed following the rebrand. The primary data was gathered, and the results displayed that the majority of participants reacted negatively to the rebrand. The notable results were an obvious negative perception towards the rebranded logo and club merchandise, which has impacted their perceptions of other fans, the brand itself and club owner Vincent Tan. Furthermore, the data indicated towards a decline in fan loyalty which has impacted on their buying behaviour and attendance at home and away matches. As a result of this dissertation, it can be deemed that the rebrand has failed in its attempts to increase brand equity in the domestic market, with a majority of participants’ loyalty and perceptions of the brand having been impacted negatively as a result. As noted by some of the participants, a return to the traditional blue shirt and bluebird emblem would better improve loyalty,
BA (Hons) Business and Management (with Marketing)
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