scholarly journals Cause-Related Sports Marketing: The Role of League–Cause Fit and Team Imagery in Advertising Promotions: Abstract

2017 ◽  
pp. 1065-1065
Author(s):  
Bridget Satinover Nichols ◽  
Joe Cobbs ◽  
David Raska
Keyword(s):  
Sports Marketing

Getting Brand Commitment Through Internet and Mobile Sports Marketing

2018 ◽  
pp. 1-17
Author(s):  
Verónica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sports Marketing ◽  
Customer Engagement ◽  
The Internet ◽  
Marketing Department ◽  
Business Press ◽  
Football Team ◽  
The Impact

This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans.

Getting Brand Commitment through Internet and Mobile Sports Marketing

2014 ◽  
pp. 203-218 ◽  
Author(s):  
Verónica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sports Marketing ◽  
Customer Engagement ◽  
The Internet ◽  
Marketing Department ◽  
Business Press ◽  
Football Team ◽  
The Impact

This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans.

scholarly journals The role of sports marketing in attracting audiences towards less popular sports

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dalia Sedky ◽  
Wael Kortam ◽  
Ehab AbouAish
Keyword(s):  
Sports Marketing ◽  
Hierarchical Regression ◽  
Online Questionnaire ◽  
Content Type ◽  
Sports Media ◽  
Confirmatory Factor ◽  
Marketing Activities ◽  
Definition Of ◽  
First Time

Purpose The purpose of this study is to examine how sports marketing can attract audiences towards less popular sports. Design/methodology/approach A total of 22 interviews were conducted first to explore the opinions of sports professionals about how audiences can be attracted towards less popular sports. Then 479 responses to an online questionnaire were collected. The online questionnaire includes a pretest-posttest experiment in which each respondent has watched a video. Confirmatory factor analysis, reliability test and hierarchical regression analysis have been performed. Findings The elements of sports marketing that can help to attract audiences towards less popular sports are sports media, sports advertising, star athlete and sports sponsorship. The performance of national teams moderates the relationship between sports advertising and attraction towards less popular sports. Originality/value To the best of the authors’ knowledge, a definition of sustainable sports marketing is introduced for the first time. Sustainable sports marketing can be defined as the continuous implementation of marketing activities in the sports context to ensure the continuous existence of the sports themselves (all types of sports) and the prosperity of future generations. Elements that can attract audiences towards less popular sports have been examined for the first time.

The Role of Sports Marketing in the Global Marketplace

2015 ◽  
pp. 306-324
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Organizational Performance ◽  
Sport Marketing ◽  
Sports Marketing ◽  
Sports Management ◽  
Global Marketplace ◽  
Action Sports ◽  
The World ◽  
Management Area ◽  
Corporate Social

This chapter introduces the role of sports marketing in the global marketplace, thus explaining the understanding of the concept of sports marketing, internalization of sports, entrepreneurship in sports, branding in sports, sponsorship and sports, Corporate Social Responsibility (CSR) and sports, tourism and sports, regional development and sports, marketing and sports, and action sports. Practitioners in the sports management area need to take advantage of the international marketplace for both their business activities and marketing strategies. This chapter focuses on the various different practical and research avenues for international sports marketing. As the world continues to globalize, it is vital that more practical and research inquiry is focused on how to combine both the sport marketing and international business literature in order to establish a research agenda for future international researchers from around the world to focus on international sporting developments. Understanding the role of sports marketing in the global marketplace will significantly enhance the organizational performance and achieve business goals.

Drivers of soccer fan loyalty: Australian evidence on the influence of team brand image, fan engagement, satisfaction and enduring involvement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jin Ho Yun ◽  
Philip J. Rosenberger ◽  
Kristi Sweeney
Keyword(s):  
Brand Image ◽  
Sports Marketing ◽  
Content Type ◽  
Attitudinal Loyalty ◽  
Enduring Involvement ◽  
Soccer Fans ◽  
Team Brand ◽  
Fan Engagement ◽  
Moderating Role

PurposeThe purpose of the paper is to contribute to the extant sport marketing literature by positing fan engagement, team brand image and cumulative fan satisfaction with the team as factors influencing attitudinal and behavioural soccer (football) fan loyalty, with enduring involvement with the team as a moderator.Design/methodology/approachA convenience sample of Australian A-League soccer fans completed a paper-and-pencil, self-administered survey to evaluate their team on the focal constructs. A total of 207 participants were recruited from a major Australian east-coast university.FindingsUsing partial least squares-structural equation modelling (PLS-SEM), the study found that fan engagement influences both team brand image and cumulative fan satisfaction, while team brand image also influences cumulative fan satisfaction, and both of these constructs influence attitudinal loyalty and behavioural loyalty. The moderating role of enduring involvement was also found for two relationships: team brand image → attitudinal loyalty and team brand image → behavioural loyalty, along with a mediating role of attitudinal loyalty.Originality/valueThis study increases our understanding of the reasons why soccer fans are committed to and exhibit fan-related behaviours for a team, thus contributing to the sports-marketing literature on the relationships amongst fan engagement, team brand image, cumulative fan satisfaction, attitudinal loyalty and behavioural loyalty, along with the moderating role of enduring involvement. The findings also assist sports-marketing practitioners to formulate more effective, fan-centric marketing-communication strategies leading to a larger loyal fan base.

The Role of Sports Marketing in the Global Marketplace

2014 ◽  
pp. 279-298 ◽  
Author(s):  
Kijpokin Kasemsap
Keyword(s):  
Organizational Performance ◽  
Sport Marketing ◽  
Sports Marketing ◽  
Sports Management ◽  
Global Marketplace ◽  
Action Sports ◽  
The World ◽  
Management Area ◽  
Corporate Social

This chapter introduces the role of sports marketing in the global marketplace, thus explaining the understanding of the concept of sports marketing, internalization of sports, entrepreneurship in sports, branding in sports, sponsorship and sports, Corporate Social Responsibility (CSR) and sports, tourism and sports, regional development and sports, marketing and sports, and action sports. Practitioners in the sports management area need to take advantage of the international marketplace for both their business activities and marketing strategies. This chapter focuses on the various different practical and research avenues for international sports marketing. As the world continues to globalize, it is vital that more practical and research inquiry is focused on how to combine both the sport marketing and international business literature in order to establish a research agenda for future international researchers from around the world to focus on international sporting developments. Understanding the role of sports marketing in the global marketplace will significantly enhance the organizational performance and achieve business goals.

Getting Brand Commitment Through Internet and Mobile Sports Marketing

2017 ◽  
pp. 1453-1469
Author(s):  
Verónica Baena
Keyword(s):  
Social Media ◽  
Focus Group ◽  
Sports Marketing ◽  
Customer Engagement ◽  
The Internet ◽  
Marketing Department ◽  
Business Press ◽  
Football Team ◽  
The Impact

This chapter provides a better understanding of the impact that the Internet and mobile sports marketing are having on a business's ability to achieve customer engagement. To achieve this goal, the case of Real Madrid football team is analyzed, as it is calculated to have over 200 million supporters worldwide. Information about Real Madrid was gathered from September 2012 to March 2013 by repeatedly browsing the team's Website, Facebook, Twitter, Instagram, and apps. Data from interviews of Real Madrid's marketing department published in business press and posts was also compiled. Additionally, a focus group was conducted to discuss the customer engagement of Real Madrid's fans. The findings offer new opportunities to get customer engagement. They also highlight the important role of social media to gain insight about the fans.

scholarly journals Escape to Sociality! Evaluation of the Relationship between Fitness Club members’ Escape, Sociability, Friendship and Place Loyalty Structures with Their Loyalty Levels

2021 ◽  
Vol 15 (8) ◽  
pp. 2396-2400
Author(s):  
Caner Ozgen ◽  
Huseyin Kose ◽  
Servet Reyhan
Keyword(s):  
Literature Review ◽  
Place Attachment ◽  
Sports Marketing ◽  
Motivational Factors ◽  
Marketing Literature ◽  
Methodological Principles ◽  
The Relationship ◽  
Research Show

Background: In sports marketing literature, the importance of loyalty phenomenon has been emphasized many times. In the literature review, it has been determined that there are limited number of studies on motivational factors that affect the loyalty of fitness club members. Aim: So, the purpose of the current research is to test empirically the factors that affect fitness club members loyalty Methods: For this purpose, data obtained from a total of 652 fitness club members were analyzed in line with the methodological principles of SEM modelling. Results: In the scope of the research it has been determined that sociability, escape, friend attachment and place attachment and WOM behaviors are directly or indirectly effect the loyalty of fitness club members. Based on these findings, both the theoretical and practical results of this research are discussed in the research. Conclusion: The results of the research show that the marketers should understand the important role of factors such as social escape, friend and place attachment and they should act accordingly. Keywords: Escape, fitness club, loyalty, place attachment.

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