Double exploitation within the co-consuming group
Double exploitation occurs when companies interfere with brand culture. Double exploitation
found in the TIA community emerges from the interaction between the company and a group of
consumers. Liverpool FC’s American owners are a cause of the double exploitation because they
attempted to break Liverpool FC tradition by planning to sack the team’s manager, Rafael Benitez,
who is generally a popular figure among Liverpool FC supporters. In Liverpool FC’s history, the
club has never fired a manager (Gerrard and Winter, 2006). Accordingly, Liverpool FC fans,
especially TIA members, felt betrayed by the club’s owners, even though they had made sacrifices
for the club.