‘We don't do walking away’

This case study considers fan loyalty and can be read in conjunction with other case studies within this book. As with all consumers, fans are a mixed bunch; they all have different backgrounds and motivations. There are differing degrees of loyalty that fan-customers show to ‘their brand’. It is not all about winning either. Some fans stay with their brand through thick and thin (even being relegated four divisions in the case of football club Glasgow Rangers), whilst others show only little brand loyalty. If it is a simple repeat purchase, fine – but if they have to make an effort such as travelling 35 miles for home games – that is a different matter. This case study considers fans’ motivation, fan loyalty and marketing theory to engage with the various fan types or segments