Fathoni, Muhammad Reva Aflaqi (2024) The branding image of American soccer to gain soccer popularity in America in “How Big Soccer in America?” documentary video. S1 thesis, Universitas Ahmad Dahlan.
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Abstract
This thesis explores the evolution of soccer in the United States and reasons why it's less popular than other sports like basketball, baseball, and American football. Despite soccer's global popularity, only around 13.6 million people in America enjoy watching and playing it. The objectives of this study are to analyze the history of soccer in America and the branding strategy of soccer in America. Soccer is the most popular sport in around the world, but the popularity of soccer in America is less than other sports such as basketball, softball and American football. This studies will discuss about how the branding from America to gain soccer popularity in America.
This undergraduate thesis used a descriptive qualitative method. The main data were taken from Tifo Football documentary content entitled "How Big is Soccer in America?". The researcher also gathered data from some books, journals, and internet resources. This undergraduate thesis employed an interdisciplinary approach, utilizing more than one theory. The first theory was the American exceptionalism theory by Alexis De Tocqueville. The second theory was the branding theory from Philip Kotler, and the third theory was the branding theory that incorporated technology from Kevin Keller's brand equity model.
The result of this undergraduate thesis is American exceptionalism have an impact for the development of American soccer since its arrival. The value of American exceptionalism which make America is different with other countries in the cultural, economy and political aspect become motivation for American soccer competition to looks different from other soccer competition in around the world. Other result is, branding strategy from American soccer in social media, sponsorship and technology give positive impact in the development of soccer. Especially the used of Hispanic people as their target market.
| Item Type: | Thesis (S1) |
|---|---|
| Keyword: | American soccer,history of soccer, branding strategy |
| Subjects: | D History General and Old World > D History (General) E History America > E11 America (General) |
| Divisi / Prodi: | Faculty of Letters (Fakultas Sastra) > S1-English Letters(S1-Sastra Inggris) |
| Depositing User: | userperpus2 userperpus2 |
| Date Deposited: | 04 Jul 2024 08:43 |
| Last Modified: | 04 Jul 2024 08:43 |
| URI: | http://eprints.uad.ac.id/id/eprint/64953 |
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