Esports extension of a football brand: stakeholder co-creation in action?

Research question: There is no published research on how the launch of an esports section can influence the meaning of a sport brand. This research aims at finding out if and how the participation in sport simulation esports games influences the meaning of a football brand and if and how stakeholders co-construct this meaning in interaction.Research methods: Based on the theoretical concept of brands as complex and dynamic social phenomena, the...