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1. 1. The Formula to Success

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Julia Möller; Kajsa Knutsson; [2023]
   Nyckelord :Formula 1; High-profile sports teams; Sports Fans; Brands; Brand community; Consumer-Brand Relationship.; Business and Economics;

   Sammanfattning : Research question: How does the consumer-brand relationship evolve between fans and highprofile sport teams? Purpose: The aim of this thesis is to understand how the consumer-brand relationship evolves between fans and high-profile sports teams, more specifically, Formula 1 teams. It will explore the triadic relationship that exists with other consumers in addition to the dyadic relationship between a brand and a consumer. LÄS MER