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Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans

Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans

Sandra Maria Correia Loureiro, Ana Regina Pires, Ricardo Cayolla
Copyright: © 2014 |Pages: 27
ISBN13: 9781466658806|ISBN10: 1466658800|EISBN13: 9781466658813
DOI: 10.4018/978-1-4666-5880-6.ch023
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MLA

Loureiro, Sandra Maria Correia, et al. "Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans." Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, IGI Global, 2014, pp. 510-536. https://doi.org/10.4018/978-1-4666-5880-6.ch023

APA

Loureiro, S. M., Pires, A. R., & Cayolla, R. (2014). Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans. In H. Kaufmann & M. Panni (Eds.), Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices (pp. 510-536). IGI Global. https://doi.org/10.4018/978-1-4666-5880-6.ch023

Chicago

Loureiro, Sandra Maria Correia, Ana Regina Pires, and Ricardo Cayolla. "Consumption, Anti-Consumption and Consumption Communities: The Football Clubs and its Fans." In Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices, edited by Hans-Ruediger Kaufmann and Mohammad Fateh Ali Khan Panni, 510-536. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-5880-6.ch023

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Abstract

Broadly, consumerism can be considered as a set of beliefs and values integrated into, but not exclusive to, the global market system, intended to make people believe that happiness is best achieved through possessions. In literature there are several other definitions of consumerism, consumption, anti-consumption and consumption communities. Therefore, the purpose of this chapter is to (i) present an overview of the research concepts, models and main theories of this topic, based on a systematic literature review and using the following databases to search information: Elsevier, Emerald, Science Direct, EBSCO, Springer, and ISI web knowledge; (ii) formulate a framework of consumption waves and anti-consumption motivations and types (iii) discuss consumption and anti-consumerism in football (soccer) context. The current study also carried out semi-structured interviews with 15 football fans with an average duration of 60 minutes each. Findings revealed four main types of anti-consumption: Global impact consumers or anti-consumption society; Selective consumption or anti-loyalists market activists; Conservative or Simplifiers; and Rejection of brand hegemony. Football fans are avid consumers of many products, such as information, knowledge, travels, tickets to matches, and diverse merchandizing from brands that sponsor the team and the club. Nevertheless, they are also selective consumers, rejecting everything connected to the rival clubs. Finally, the chapter provides insights for further research and managerial implications. In this vein, this chapter contributes to the existing literature giving insights for a better understanding of football clubs and fans as consumers and anti-consumers.

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