The Importance of Social Identification through Digital Marketing to Cultivate Emotional Attachment towards the Brand: Evidence from the Teal Madrid, F.C.

  1. Verónica Baena 1
  1. 1 Universidad Europea de Madrid
    info

    Universidad Europea de Madrid

    Madrid, España

    ROR https://ror.org/04dp46240

Revista:
International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

Año de publicación: 2023

Páginas: 56-76

Tipo: Artículo

DOI: 10.54663/2182-9306.2023.SN13.56-76 GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: International Journal of Marketing, Communication and New Media

Resumen

Covid-19 has caused an unprecedented global economic crisis (Maguire, 2021). Thispandemic has negatively affected all industries but has especially struck hard in theservice sector. One example is based on sports entities, which have faced severefinancial difficulties because of the lockdown and restrictions during the “new normal”era. However, Real Madrid FC is the only major European football club that did notsuffer economic losses during the years of the pandemic. On the contrary, theycontinued to be profitable, achieving the distinction of the world’s most valuable soccerteam by Forbes in 2022. Furthermore, during this time, they also became the mostfollowed football club on social media and the club with the highest web traffic. Using acombination of quantitative and qualitative approaches, this article applies theframework of Social Identity Theory to explore how emotional attachment toward thebrand was cultivated during the pandemic through digital marketing.

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