Search results for "Sports marketing"

Segmenting the spectators of national team sports: the case of a pre-competition match

2015

It has become common for academics and sports marketing professionals to study and explain the heterogeneity and complexity of sports spectators' behaviours and attitudes, with numerous works addressing this topic But these surveys are more about fans of professional sports clubs (soccer, basketball, baseball, hockey, etc) who attend regular season games in their favourite teams' home stadium or arena. To our knowledge, very few studies have been conducted into spectators of national teams. It is these spectators who are of the focus of this paper.

Score a tweet and post a goal: Social media recipes for sports stars

2016

Abstract Sports performance is not the unique ingredient of a sports star's market value. Some gifted players are undermined by weak media exposure while some less talented players who actively engage in social media and attract fans in millions benefit from exorbitant contracts. This research conceptualizes the effect of social media in the sports business and analyzes the recipes that lead to high market value for sports stars. This study uses qualitative comparative analysis (QCA) on a sample of 95 top soccer players in Europe. The empirical results reveal that sports performance and social media activity are both necessary but insufficient conditions for a high market value condition. T…

Market research of an articular analysis instrument: a practical case

2019

El proceso de lanzamiento de nuevos productos debe estar basa- do en datos del mercado que permitan realizar una estrategia de entrada y comunicación que permita minimizar al máximo la incertidumbre. El ob- jetivo del trabajo fue realizar una investigación de mercados para establecer una estrategia de ventas y comunicación adecuada para un instrumento de análisis del tobillo. Para ello se administró un cuestionario a 138 depor- tistas y 130 fisioterapeutas. Los resultados sugieren realizar una estrategia de comunicación centrada en un modelo push y una estrategia de ventas concentrada, sin necesidad de segmentación por disponibilidad de pago por el producto o edad. Por lo que podemos conclu…

Sponsorship in the Finnish sports culture

2009

AbstractThe theoretical assumptions explored with this paper are based on previous sociological studies concerning change in the field of sports. According to previous studies, international top-level sport is characterized by professionalism and a dissociation from the voluntary organizational field of sport. Top-level sports have become professional activities in internationally significant sports. In contrast to this, children’s and youth sports are still based on voluntary participation in Finland. The links between sports and economy have become even stronger since sport has become more professional, especially where sponsorship in toplevel sports has increased. However, sponsorship is…

Consumer Behavior Knowledge for Effective Sports and Event Marketing

2011

Consumer Behavior Knowledge for Effective Sports and Event Marketing L. R. Kahle & A. G. Close (Eds) New York, NY: Routledge, 2011, 348pp., ∈68(£55), ISBN 978-0-4158-7358-1 Lynn R. Kahle (Universit...

Editorial: The Management of Emotions in Sports Organizations

2020

How do brand personality, identification, and relationship length drive loyalty in sports?

2016

Purpose – The purpose of this paper is to extend brand identification theory to the sports team context by testing the direct and indirect effects of a sports team’s personality, sports fans’ identification with the team, and the effect of the length of fans’ relationship with a team on their loyalty to it. Design/methodology/approach – The authors conducted a quantitative study among ice hockey fans of one Finnish hockey team before play-off games. Data came from an online questionnaire generating 1,166 responses. Findings – The authors find that: first, identification with a team mediates the effects of brand personality on attitudinal loyalty and behavioral loyalty; second, brand person…

Credibility to attract, trust to stay: the mediating role of trust in improving brand congruence in sports services

2021

This research aims to demonstrate the mediating role of brand trust in the relationship between credibility and users' congruence with a sports services brand. The analysis was carried out using EQS 6.3 to perform the four required steps of the analysis (and the Sobel test was conducted for a public sports service and a private sports service. The results confirm the full mediation effect of brand trust in the case of the private service and a partial mediation for the public service. Therefore, this study confirms that credibility, in the presence of trust, ceases to have an influence on the congruence of users with the brand, which suggests that credibility is important at an initial stag…