|dc.description.abstract||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,||en_US