(Van)föreställningar kring produkten allsvensk fotboll

Sammanfattning: The purpose of this Bachelor's thesis was to empirically study three popular cognitive beliefs associated with the product Swedish football. Our ambition was to confirm or discard each cognitive belief and discuss what measures Swedish football clubs and the Swedish Football Association can take in terms of marketing endeavors with the aim of improving the product. Data from 1198 games during the seasons 2013-2017 of the Swedish football league Allsvenskan was utilized. The results show that there is a systematic home bias of Swedish referees, that the conception of momentum in Allsvenskan is a myth and that changing a team's coach does not improve team performance. Given our results, the thesis finishes with proposals of marketing efforts that Swedish football clubs and the Swedish Football Association can consider in order to improve the product Swedish football for consumers.