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MASTER THESIS
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Exploring the influence of sustainable communication on consumer attitudes and intentions : A study in the context of a football club

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Hauseux, Nicolas ULiège
Promotor(s) : Standaert, Willem ULiège
Date of defense : 21-Jun-2023/28-Jun-2023 • Permalink : http://hdl.handle.net/2268.2/16999
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Title : Exploring the influence of sustainable communication on consumer attitudes and intentions : A study in the context of a football club
Translated title : [fr] Explorer l'influence de la communication durable sur les attitudes et les intentions des consommateurs : Une étude dans le contexte d'un club de football
Author : Hauseux, Nicolas ULiège
Date of defense  : 21-Jun-2023/28-Jun-2023
Advisor(s) : Standaert, Willem ULiège
Committee's member(s) : Ferrara, Charlotte ULiège
Language : English
Number of pages : 98
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en international strategic marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège

Abstract

[fr] This study examines the influence of sustainable communication on consumer attitudes and intentions within the context of a football club.
Drawing on the existing literature, it is recognised that sustainable communication can play a pivotal role in shaping consumer behaviour and fostering support for socially responsible initiatives. The research objectives are to explore the relationship between different types of communication and consumer attitudes, as well as their intentions to adopt sustainable behaviours. Additionally, the study investigates the potential moderating effect of perceived authenticity on these relationships.
A quantitative survey approach was employed to collect data from respondents. The survey questionnaire captured respondents’ perceptions of sustainable communication, attitudes towards the football club, and intentions to engage in sustainable practices.
The analysis of the collected data revealed that sustainable communication had a significant impact on consumer attitudes towards the football club and their intentions to adopt sustainable behaviours. Specifically, the findings indicated that certain types of communication were associated with more positive attitudes and higher intentions to engage in sustainable practices. However, the hypothesised moderating effect of perceived authenticity was not confirmed in this study.
Theoretical implications suggest that sustainable communication can be a powerful tool for shaping consumer attitudes and encouraging sustainable behaviours. This study contributes to the existing body of knowledge by highlighting the specific impact of sustainable communication within the context of a football club. Managerially, the findings imply that football clubs can enhance their support base and influence consumer behaviour by effectively implementing sustainable communication strategies.
In conclusion, this study demonstrates the importance of sustainable communication in influencing consumer attitudes and intentions within the context of a football club. The findings provide valuable insights for strategic digital marketing practices and offer guidance for football clubs seeking to engage consumers and promote sustainability. Future research should consider the limitations of this study and further explore the role of perceived authenticity and other potential moderating factors in the relationship between sustainable communication and consumer behaviour.


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  • Hauseux, Nicolas ULiège Université de Liège > Master sc. gest., à fin.

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  • Total number of views 25
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