The Formula to Success

Abstract: Research question: How does the consumer-brand relationship evolve between fans and highprofile sport teams? Purpose: The aim of this thesis is to understand how the consumer-brand relationship evolves between fans and high-profile sports teams, more specifically, Formula 1 teams. It will explore the triadic relationship that exists with other consumers in addition to the dyadic relationship between a brand and a consumer. The high-profile sports teams will be viewed as complex brands and the thesis will be through a consumer perspective. Methodology: The research has been conducted with an inductive approach using qualitative research in the form of semi-structured interviews. The empirical data was collected through 18 interviews with respondents who consider themselves fans of Formula 1. Theoretical perspective: The research applies a theoretical framework of the consumer-brand relationship in combination with literature of brand communities. Findings/ Conclusion: Three emerging themes were identified in the findings which were, fascination of the brand, social interaction, and engagement. All of these stages are characterized by different aspects that move the relationship in a trajectory forwards through positive brand experiences, both in a dyadic and triadic way. In addition, negative brand experiences were also considered to show the dynamic aspects of the consumer-brand relationship.