Basketball fans behavior impact on the organization's image.

Objective – to identify basketball fans behavior influence on the sports organization’s image. Methods – the study was conducted using the following methods: - Literature review; - Structured fans survey; - Semi structured interviews with leaders of fan clubs and basketball clubs' representatives; - Fact finding conference; - Received data systematization and summarizing. The results and conclusions – Image is one of the key factors determining the success of any organization. Every organization has some kind of image but only well planned and systematically developed image will achieve effective results. Unlike other services or goods consumers, sports consumers tend to use products or services in groups. Sports organizations image formation is a complex process that is determined by a number of variables, one of them – consumers (fans). The results of the survey confirm the theoretical part of the work. The majority of basketball fans are the 20-24 year-old male who's attend games driven by hedonic factors. Most of them have become supporters because of the other fans. Different teams fans feud goes from generation to generation. Meanwhile, the major cause of aggressive behavior may be considered provocative actions of the opposing fans and alcohol consumption. Although alcohol consumption is recognized as one of the key incentives for aggressive behavior, but most fans tolerate it. The research leads to the conclusion that fans are an important part of the basketball club's image and their behavior in some way influences all basketball stakeholders