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Journal articles on the topic 'Sporto marketingas'

Author: Grafiati

Published: 4 June 2021

Last updated: 6 February 2022

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1

Верітов, О. І. "ФОРМУВАННЯ МАРКЕТИНГОВИХ КОМПЕТЕНЦІЙ БАКАЛАВРІВ ІЗ ФІЗИЧНОЇ КУЛЬТУРИ І СПОРТУ". Теорія та методика навчання та виховання, № 49 (2020): 29–42. http://dx.doi.org/10.34142/23128046.2020.49.03.

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Blank, S. (2009). Building a Company with Customer Data – Why Metrics Are Not Enough. Retrieved from: https://steveblank.com/category/marketing/ page/2/. Blank, S. (2017). Don‟t let process distract you from finding the strategy. Retrieved from: https://steveblank.com/category/customer-development/ page/3/. Blank, S. (2020). Rising out of the Crisis: Where to Find New Markets and Customers. Retrieved from: https://steveblank.com/category/customer-development/. Kilkist zareiestrovanykh bezrobitnykh ta kilkist vakansii u 2019 rotsi (za danymy derzhavnoi sluzhby zainiatosti). (2019). [The number

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Ratten, Vanessa. "The dynamics of sport marketing." Marketing Intelligence & Planning 34, no. 2 (2016): 162–68. http://dx.doi.org/10.1108/mip-07-2015-0131.

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Purpose – Sports marketing is a dynamic subject area linking academic research, marketing practitioners and public policy planners. This special issue of Marketing Intelligence and Planning focusses on “The Dynamics of Sports Marketing” by including a number of articles on this topic. The purpose of this paper is to discuss these issues by highlighting the growing area of sports marketing, sport entrepreneurship and sport management. Design/methodology/approach – Sports marketing contributes to the future of the global economy because of its linkage to other industries including manufacturing,

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Gašović, Milan, Djurdjica Vukajlovic, Nikola Ćurčić, and Miroslav Zivkovic. "SPORT OFFER– CORE PART OF THE SPORT ORGANIZATION’S MARKETING PROGRAM." Facta Universitatis, Series: Physical Education and Sport 16, no. 1 (2018): 167. http://dx.doi.org/10.22190/fupes161203015g.

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The sports offer (product), as a central part of the sports organizations, i.e. clubs or athletes - individuals, as a marketing program, can be considered through five of its levels, depending on the hierarchy of value for interested parties (visitors, media, advertisers, sponsors, sports agents, and the like.). These five levels are: sport experience, sport events, sports scores, the image of sports organizations and sport individuals (sportsman) and sports brand. The sports offer must be of high quality in order to attract interested parties, and increasing the popularity of the sports offer

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McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.

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Subject area Sport marketing, sponsorship, marketing strategy, event management. Study level/applicability Undergraduate and Postgraduate Business and Management. Case overview This case discusses sport marketing within an emerging market business environment. PromoSeven Sports Marketing is the focus company. PromoSeven name is synonymous with major events particularly Emirates Airline Rugby 7s and the Olympic Council of Asia. The case highlights the challenges facing sponsorship, event management, sport marketing and PromoSeven's own business strategy after the 2009 economic downturn drew att

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Peručić, Doris, and Maro Joković. "Marketing menadžment u sportu - primjer dubrovačkih sportskih klubova." Oeconomica Jadertina 8, no. 1 (2018): 18–29. http://dx.doi.org/10.15291/oec.2729.

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Marketing plays a key role in society as a whole. Sports marketing encompasses all processes for creating and delivering value and transmitting its message, starting from the specific conditions in which relationships between market players are formed and how it affected the success of sport clubs and sporting events. In a large number of sports clubs, there is still no systematic application of marketing. The paper deals with the application of marketing in Dubrovnik sport clubs s been developed. The survey was conducted by a deep interview with leading people of the most successful Dubrovnik

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Kerzaitė, Margarita, and Borisas Melnikas. "INTERNATIONAL SPORT EVENTS: IMPROVING MARKETING / TARPTAUTINIAI SPORTO RENGINIAI: RINKODAROS TOBULINIMAS." Mokslas – Lietuvos ateitis 6, no. 1 (2014): 83–92. http://dx.doi.org/10.3846/mla.2014.11.

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The report and the article will be a comprehensive analysis ofthe needs to improve the international sport events marketing.Highlighting the role of international sport events in contemporarysociety and the challenges in the context of globalization,comparing opinions of various authors about aspects of classificationand the benefits for host country. The article and the reportreveals the main existing problem encountered in organizinginternational sport events, estimated perspectives for solutionof this problem. Summarizes the international sport eventsopportunities, basically modernize marke

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Tanklevska, Nataliya, and Vitaliy Vybranskyy. "Basics of sports marketing." Socio-Economic Problems of the Modern Period of Ukraine, no. 6(140) (2019): 20–25. http://dx.doi.org/10.36818/2071-4653-2019-6-4.

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Today, the sports sphere is an important element of the state's market system and plays a significant role in shaping a healthy lifestyle. It requires innovative approaches to train highly qualified sports marketing personnel to promote the industry and develop it. Sports marketing is a kind of symbiosis of classic marketing and specific principles of entrepreneurial activity in the field of physical culture and sports. One of the main factors that have led to the possibility of developing marketing in the field of sports was the vector of changes in the priorities and methods of influence of

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Kim, Young-Kab, and Jong-ha Kim. "New Paradigm in Sport Industry: Neuro Sports Marketing." Journal of Sport and Leisure Studies 61 (August 31, 2015): 193–202. http://dx.doi.org/10.51979/kssls.2015.08.61.193.

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Gardan, Daniel, Gheorghe Epuran, and Iuliana Petronela Gardan. "The Use of Direct Marketing Techniques in Sport Marketing." Annals of "Spiru Haret". Economic Series 15, no. 4 (2016): 49. http://dx.doi.org/10.26458/1543.

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Adapting marketing principles and concepts to sport related services and products domain represents a challenge for any specialist in the field because the specific features that are characteristic for the needs, motivations and consumption process itself.In order to achieve different quantitative and qualitative marketing communication objectives, sports involved organizations are developing a communication mix adapted to the channels used by the consumers. Among the communication tools used are found also the direct marketing techniques that have had a tremendous development during the last

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Ivshin, V. G., and A. V. Litvin. "FEATURES OF LEGAL TRAINING OF MASTERS IN ECONOMICS AND SPORTS MARKETING." Bulletin of Udmurt University. Series Economics and Law 30, no. 2 (2020): 312–15. http://dx.doi.org/10.35634/2412-9593-2020-30-2-312-315.

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The article deals with the issues of legal training of masters in sports economics. Sport is an important component of the economy, which involves significant financial resources and a large number of workers. For a long time, sports, economics, and law were considered as three separate areas of activity. At the present stage, everything has changed dramatically: it has become possible to earn good money in sport, and as a result, sport needs well-trained, professional economists and lawyers. It is noted that the current Federal state educational standard of higher education (FSES) in the dire

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Silva, Edson Coutinho da, and Alexandre Luzzi Las Casas. "Sports Marketing Plan: An Alternative Framework for Sports Club." International Journal of Marketing Studies 9, no. 4 (2017): 15. http://dx.doi.org/10.5539/ijms.v9n4p15.

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The principles and tools of Sports Marketing represent the essential knowledge sports marketers require to a sports club develop strategies of events, matches and activities focused on customer-fans. However, for developing them, it is necessary a framework of Sports Marketing which comprises an arrange of processes for putting on practice the conception of marketing-oriented to customer-fans’ needs. This paper aims to introduce an alternative Sports Marketing plan framework for sports marketers to plan, carry out as well as implement marketing strategies to create customer-fan-orientation phi

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Ciuffo, Joseph, James E. Johnson, and Daniel R. Tracy. "Intramural Sport Marketing: An Examination of Effectiveness, Participant Motives, and Demographic Differences." Recreational Sports Journal 38, no. 2 (2014): 175–87. http://dx.doi.org/10.1123/rsj.2014-0039.

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Intramural sports exist as a relevant entity in the recruitment and retention of college students (Byl, 2002). The popularity of intramural sport has caused university recreational departments to increase intramural opportunities, thus increasing the need for more targeted marketing efforts. However, marketing strategies for intramural sport are not as refined, funded, or as thoroughly researched as strategies found within intercollegiate and professional sports (Schneider, Stier, Kampf, Wilding, & Haines, 2007). Therefore, in the current study, we examined the effectiveness of 10 intramur

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Breuer, Christoph, and Christopher Rumpf. "The Impact of Color and Animation on Sports Viewers’ Attention to Televised Sponsorship Signage." Journal of Sport Management 29, no. 2 (2015): 170–83. http://dx.doi.org/10.1123/jsm.2013-0280.

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Although competition for viewers’ attention to sponsorship signage in sport telecasts has become a growing issue in sponsorship-linked marketing, sport management research has not yet investigated how to create eyecatching sponsorship signage in the cluttered visual surroundings of sport events without negatively affecting the viewers’ first objective: watching sports. This research takes into account the peculiarities of televised sport sponsorship platforms by including (1) the concurrent appearance of sport action and sponsor signage, (2) the color contrast between signage and sport surroun

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Taks, Marijke, B. Chris Green, Laura Misener, and Laurence Chalip. "Sport participation from sport events: why it doesn’t happen?" Marketing Intelligence & Planning 36, no. 2 (2018): 185–98. http://dx.doi.org/10.1108/mip-05-2017-0091.

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Purpose The purpose of this paper is to present and use an event leveraging framework (ELF) to examine processes and challenges when seeking to leverage a sport event to build sport participation. Design/methodology/approach The study used an action research approach for which the researchers served as consultants and facilitators for local sports in the context of the International Children’s Games. Initially three sports were selected, and two sports were guided through the full leveraging process. Prior to the event, actions were planned and refined, while researchers kept field notes. Chal

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Vaczi, Janos, and Peter Berkes. "Integrating Communication and Marketing Efforts to Influence Governmental Sport Funding: An Analysis of an Innovative Sport-Financing Program in Hungary." International Journal of Sport Communication 3, no. 1 (2010): 12–26. http://dx.doi.org/10.1123/ijsc.3.1.12.

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In Hungary, sports do not appropriately act as a social and economic catalyst in the key market segments—leisure sports and spectator sports. To date, despite the media’s increasing role in sports sponsorships, no coherent model has been presented to improve Hungary’s chronically underfunded sport industry by raising extra funds. The reviewed international literature fails to provide a consistent and uniform model. The first part of the study describes the history of Hungary’s sport industry in the past 20 years. An examination of the background of sports funding is followed by a description o

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Manoli, Argyro Elisavet. "Sport marketing’s past, present and future; an introduction to the special issue on contemporary issues in sports marketing." Journal of Strategic Marketing 26, no. 1 (2017): 1–5. http://dx.doi.org/10.1080/0965254x.2018.1389492.

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Ditizio, Amber A. "Fantasy Sports and Gambling in Sport." Journal of Electronic Commerce in Organizations 14, no. 4 (2016): 52–65. http://dx.doi.org/10.4018/jeco.2016100104.

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Modern sports/media complex may be the result of complex inactions of communication technologies, social developments, and the increased sophistication of businesses in understanding the intrinsic and extrinsic aspects of consumer behavior. From the promotion options of print media, television and radio, to the self-engaging aspects of Internet sport coverage and gaming, the spectator is rapidly becoming an integral part of the branding process. Media, especially fantasy sports, has transcended the traditional roles of television's function as agents of exposure to engagement and personal invo

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Kang, Sun J., Jason A. Rice, Marion E. Hambrick, and Chulhwan Choi. "CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges." Physical Culture and Sport. Studies and Research 81, no. 1 (2019): 36–46. http://dx.doi.org/10.2478/pcssr-2019-0004.

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AbstractNiche sports have limited opportunities to promote their sport offerings via traditional communication channels and may rely upon alternatives such as social media to accomplish their marketing goals (Puchan, 2004). Williams and Chinn (2010) developed a relationship marketing conceptual framework to examine social media usage and marketing within a sports context. This study used the framework with the burgeoning sport of CrossFit and examined three primary organizational relationship-marketing activities: (a) Information, (b) Interaction, and (c) Promotion. The purpose of this study w

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Kozma, Gábor, Zsolt Radics, and Károly Teperics. "The Theoretical Background of Local Sport Policy in Hungary: Sport Concepts of Hungarian Cities of County Rank." Physical Culture and Sport. Studies and Research 54, no. 1 (2012): 33–40. http://dx.doi.org/10.2478/v10141-012-0011-6.

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The Theoretical Background of Local Sport Policy in Hungary: Sport Concepts of Hungarian Cities of County RankIn line with international trends, we could also observe in Hungary beginning in the late 1990s increasing attention given by local governments to sports. Hungarian provisions of law related to sports (including, in particular, Act I of 2004 on sports) put local governments in charge of some very important tasks. Among other things, local governments were to determine the local concept of sports development and to ensure its implementation, cooperate with local sports organizations and

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Dwyer, Brendan, and Yongjae Kim. "For Love or Money: Developing and Validating a Motivational Scale for Fantasy Football Participation." Journal of Sport Management 25, no. 1 (2011): 70–83. http://dx.doi.org/10.1123/jsm.25.1.70.

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The contemporary sport fan has the ability to consume spectator sport through several means including event attendance, television and radio broadcasts, print publications, and Internet applications. Recently, an ancillary sport service, termed fantasy sports, has become one of the most popular activities among sport fans. As a result, the business of fantasy sports is booming. This study examined motivational dimensions underlying fantasy football participation from a Uses and Gratifications perspective. Utilizing Churchill’s (1979) five-step method for developing quality marketing measures,

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Glebova, Ekaterina, and Michel Desbordes. "Identifying the Role of Digital Technologies in Sport Spectators Customer Experiences through Qualitative Approach." ATHENS JOURNAL OF SPORTS 8, no. 2 (2021): 141–60. http://dx.doi.org/10.30958/ajspo.8-2-3.

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The massive uptake of digital technologies has changed the way how fans and the sports service field communicate and interact. In the current paper, we would like to emphasize the role of technology holistically in sport spectators customer experiences (SSCX) as a "game-changer" marketing in sports and the digitalization of SSCX. In this paper, we aim to explore and qualitatively describe by interviewees verbatim how new technologies impact SSCX. It draws on the literature review, combined with the primary data collected on unstructured interviews with international sport management and techno

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Wesana, Joshua, Joachim J. Schouteten, Evi Van Acker, Xavier Gellynck, and Hans De Steur. "On consumers’ use, brand preference and equity of sports nutrition products." British Food Journal 122, no. 2 (2019): 635–54. http://dx.doi.org/10.1108/bfj-08-2019-0589.

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Purpose While trends of health and well-being have boosted the development of sports nutrition products, consumer research is limited. The purpose of this paper is to profile sports nutrition users and non-users, and to explain users’ preference and equity of sports nutrition brands. Design/methodology/approach A large online survey (n=3,165) was conducted with users and non-users of sports nutrition drinks in Belgium. Profiling was based on socio-demographic and sport related variables. For users, brand preference and equity of three key sports nutrition brands (n=1,075) were measured. Thereb

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Liu, Dongfeng, James J. Zhang, and Michel Desbordes. "Sport business in China: current state and prospect." International Journal of Sports Marketing and Sponsorship 18, no. 1 (2017): 2–10. http://dx.doi.org/10.1108/ijsms-12-2016-0086.

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Purpose Growth of China’s sport industry has brought tremendous opportunities to sport and non-sport organizations domestically and globally; nonetheless, the enlargement has also raised many challenges. To a great extent, China has chartered into unprecedented new sport business territories. Because of social, cultural, historical, and governmental differences, many theories and knowledge, professional experiences, best practices, and lessons learned in Western countries may or may not be directly applicable to the diverse setting(s) in China. Until now, only limited empirical evidence is ava

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Yousaf, Anish, Makhmoor Bashir, and Insha Amin. "Youth motivations to watch sports in Indian context: exploring cross-nationality and cross-gender differences." Management & Marketing 10, no. 4 (2015): 330–40. http://dx.doi.org/10.1515/mmcks-2015-0022.

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AbstractThe current study revolves around research in sport consumption motivations exploring Nationality and Gender difference across fan motivations to watch sports in a way similar to Kwon and Trail (2001) in Indian context, a subject neglected until now. Data was collected from 260 respondents from India’s largest Private University. Findings reveal Group Affiliation as the most important motivation followed by Eustress (entertainment), Aesthetics, and Self-Esteem. Betting on sports was found as the least preferred motivation. Findings revealed Nationality having a significant impact on Gr

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Gorelikov, Valery. "SPONSORSHIP AS A FORM OF MARKETING PRODUCT IN SPORTS." SCIENCE AND SPORT: current trends 8, no. 4 (2020): 78–85. http://dx.doi.org/10.36028/2308-8826-2020-8-4-78-85.

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Purpose of Research – to find out the role of sponsorship in the revenue of sports organizations and determine the requirements for this product for its effective realization in the future. Research Methods. The basic methods used in this experiment are content analysis and theoretical research. The sources of information were reporting and analytical reviews, interviews of sport finance experts and marketers, annual reports of federations, leagues and clubs, reports of consulting companies, and websites of the mentioned structures. Research results. The authors carried out the analysis of key

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Rosenberg III, Philip J., Jin Ho Yun, Mohammad M. Rahman, Sören Köcher, and Mauro José De Oliveira. "Gooool: motivation drivers of attitudinal and behavioral fan loyalty in Brazil." Revista Brasileira de Marketing 18, no. 4 (2019): 116–36. http://dx.doi.org/10.5585/remark.v18i4.16386.

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Objective: Football is the predominant sport in Brazil, but a better understanding of what motivates non-football and football fans is needed.Method: A conceptual model is empirically tested of the effects of six motivational drivers-Interest in Team, Socialisation, Aesthetics, Sport Knowledge, Interest in Sport, Vicarious Achievement-on both attitudinal and behavioural fan loyalty using survey data from 483 Brazilian sports fans.Originality/Relevance: a theoretical gap exists as to understanding the unique motivations for Brazilian fan loyalty (Wang, Zhang, Tsuji, 2011) and what drives Brazil

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Ha, Jae-Pil, Sun J. Kang, and Jaehyun Ha. "A conceptual framework for the adoption of smartphones in a sports context." International Journal of Sports Marketing and Sponsorship 16, no. 3 (2015): 2–19. http://dx.doi.org/10.1108/ijsms-16-03-2015-b002.

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This study proposes a conceptual model to comprehensively understand how sports fans perceive and accept smartphones and applications in a sport consumption context by developing a series of propositions. Theoretically based on the Technology Acceptance Model (TAM) and the Sport Website Acceptance Model (SWAM), this study provides fundamental groundwork to better conceptualise sports fans' decision making processes involving the latest technology used to consume sport.

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Ross, Stephen D. "A Conceptual Framework for Understanding Spectator-Based Brand Equity." Journal of Sport Management 20, no. 1 (2006): 22–38. http://dx.doi.org/10.1123/jsm.20.1.22.

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Despite the general understanding that spectator sport is a service-oriented product, sport brand equity research has overwhelmingly relied on models pertaining to physical goods and has been slow to acknowledge service marketing principles and the unique characteristics of team sport in understanding this topic. This article proposes a framework for the development of spectator-based brand equity by which the characteristics of spectator sports are recognized through organization, market, and experience-induced antecedents that contribute to spectator-based brand equity. It is suggested that

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García, Jaume, and Carles Murillo. "Sports video games participation: what can we learn for esports?" Sport, Business and Management: An International Journal 10, no. 2 (2020): 169–85. http://dx.doi.org/10.1108/sbm-01-2019-0006.

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PurposeThis study investigates three issues associated with playing sports video games: the correlates of participation (and its intensity) in this type of activity, their complementarity with traditional sports and their perception as sport. Given the scarcity of data on esports participation, these results can be seen as an initial approach to these issues with regard to esports.Design/methodology/approachSequential, two-part and regression models are estimated using a sample of 11,018 individuals from the Survey of Sporting Habits in Spain 2015.FindingsFirst, the association of the correlat

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Rishi, Bikramjit, Neil Sabnis, and Sayani Bagchi. "Hockey India league: remnants of India’s long lost glory." Emerald Emerging Markets Case Studies 7, no. 2 (2017): 1–10. http://dx.doi.org/10.1108/eemcs-08-2016-0180.

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Subject area Marketing management, Sports marketing. Study level/applicability The case is targeted at students of postgraduate and undergraduate programmes in business administration, specialising in marketing management/sports marketing. Case overview The Hockey India League (HIL) failed to make its mark. After the grand success of the Indian Premier League in India, there were hopes afloat for the HIL to follow suit. However, while the Pro Kabaddi League and the Premier Badminton League received much appreciation from a devout audience, the HIL did not quite live up to its expectations. Wit

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Hammond, David, and Jessica L. Reid. "Exposure and perceptions of marketing for caffeinated energy drinks among young Canadians." Public Health Nutrition 21, no. 03 (2017): 535–42. http://dx.doi.org/10.1017/s1368980017002890.

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Abstract Objective To examine exposure to energy drink marketing among youth and young adults, and test perceptions of energy drink advertisements (ads) regarding target audience age and promoting energy drink use during sports. Design A between-group experiment randomly assigned respondents to view one of four energy drink ads (sport-themed or control) and assessed perceptions of the ad. Regression models examined marketing exposure and perceptions. Setting Online survey (2014). Subjects Canadians aged 12–24 years (n 2040) from a commercial panel. Results Overall, 83 % reported ever seeing en

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Stadder, Emily, and Michael L. Naraine. "Place Your Bets: An Exploratory Study of Sports-Gambling Operators’ Use of Twitter for Relationship Marketing." International Journal of Sport Communication 13, no. 2 (2020): 157–80. http://dx.doi.org/10.1123/ijsc.2019-0114.

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Worldwide, sports gambling is a multibillion-dollar industry. Despite the industry’s size and success, little research has been conducted on sport-gambling operators (SGOs), and no research has examined their presence on social media. As such, this exploratory study aimed to examine the social media habits of SGOs through a relationship-marketing lens. To do so, 16,466 tweets were collected from the Twitter accounts of six Australian SGOs, with descriptive statistics from tweets presented and Leximancer performing automated thematic analyses. Results indicated that SGOs are discussing professi

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Sutton, William A. "Developing an Initial Marketing Plan for Intercollegiate Athletic Programs." Journal of Sport Management 1, no. 2 (1987): 146–58. http://dx.doi.org/10.1123/jsm.1.2.146.

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This paper recommends an approach to the development and implementation of marketing plans with regard to intercollegiate athletic programs The thoughts expressed herein are based upon marketing theory and research advertising, and promotional management principles commonly used in mainstream business and industry but often overlooked in sport and athletics The author provides a series of steps to serve as guidelines for the sport manager/athletic director. By incorporating the theories and ideas set forth in this paper, the sports practitioner would be better equipped to develop a marketing p

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Armstrong, Ketra L. "Self and Product Image Congruency among Male and Female Minor League Ice Hockey Spectators: Implications for Women’s Consumption of Professional Men’s Sports." Women in Sport and Physical Activity Journal 10, no. 2 (2001): 1–27. http://dx.doi.org/10.1123/wspaj.10.2.1.

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Women’s increased interest in and consumption of professional men’s sports have made women a viable target market for men’s sports (Shank, 1999). However, since males comprise the majority of the consumer base for men’s sports, the challenge for men’s sport organizations is to identify the factors that may influence sport consumption among males and females differently. The objective of this paper was to examine image congruency among male and female spectators (n=120) in attendance at a minor league men’s ice hockey event. Image congruency refers to the match or consistency between consumers’

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Küçükibiş, Hüseyin Fatih, and Zühal Yurtsızoğlu. "Investigation of the Evangelism of Sport Team’s Attitudes of the High School Students." Journal of Education and Training Studies 7, no. 3S (2019): 106. http://dx.doi.org/10.11114/jets.v7i3s.4154.

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Developments in the sports industry have increased rivalry, professional sports clubs have moved towards economic activities in order to maintain their existence and have started to act like a business. Understanding the tendencies of the sports club fans, where the sports clubs interact intensively, will play a key role in the development of the sport. The aim of this study was to determine the sports team evangelism attitudes of high school students and to examine the evangelist behaviours. The research group consists of a total of 376 students in high school in Sivas. A descriptive qualitat

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Brown, Natalie A., Michael B. Devlin, and Andrew C. Billings. "Fan Identification Gone Extreme: Sports Communication Variables Between Fans and Sport in the Ultimate Fighting Championship." International Journal of Sport Communication 6, no. 1 (2013): 19–32. http://dx.doi.org/10.1123/ijsc.6.1.19.

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This study explores the implications of the sports communication theory of fan identification and the divisions often developed between identifying with a single athlete and the bonds developed for a sport as a whole. Using the fastest growing North American sport, mixed martial arts (MMA)—more specifically, the Ultimate Fighting Championship (UFC)—differences in levels of fan identification were examined in relationship to attitudes toward individual athletes and attitudes toward the UFC organization. An online survey of 911 respondents produced a highly representative sample of the UFC’s cur

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Lukowicz, Krzystof, and Artur Strzelecki. "User Satisfaction on Social Media Profile of E-sports Organization." Marketing and Management of Innovations, no. 4 (2020): 61–75. http://dx.doi.org/10.21272/mmi.2020.4-05.

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E-sport is one of the most rapidly growing branches of modern entertainment. Many factors influence this rapid progress such as easy access to the broadcast of matches, free e-sport games, or enjoying the favorite match are just a few of them. Moreover, the regularly growing number of tournaments organized (both online and hosted in the largest sports halls in the world) makes more and more older people interested in this phenomenon. Apart from the pure entertainment aspect, electronic sports offer great business opportunities. Proper use of social media allows generating high financial result

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Ha, Jae-Pil, Mary Hums, and T. Christopher Greenwell. "Using cultural factors to explore sport consumption behaviors of ethnic minority groups." International Journal of Sports Marketing and Sponsorship 17, no. 2 (2016): 130–52. http://dx.doi.org/10.1108/ijsms-04-2016-009.

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Purpose – Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue. Design/methodology/approach – This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (et

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Chiu, Weisheng, Doyeon Won, and Jung-sup Bae. "Internal marketing, organizational commitment, and job performance in sport and leisure services." Sport, Business and Management: An International Journal 10, no. 2 (2019): 105–23. http://dx.doi.org/10.1108/sbm-09-2018-0066.

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Purpose The purpose of this paper is to propose a conceptual model and to investigate the relationships among internal marketing, organizational commitment and job performance in sport and fitness services. Design/methodology/approach Data were collected using a questionnaire survey from 254 employees at each of 12 municipal sport centers in Taipei City and were analyzed primarily using structural equation modeling techniques. Findings The results indicated that internal marketing has positive effects on organizational commitment and job performance. Moreover, organizational commitment has a p

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Schlossberg, Howard. "Sports Marketing." Journal of Promotion Management 1, no. 1 (1992): 119–22. http://dx.doi.org/10.1300/j057v01n01_10.

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Morgan, Melissa Johnson, and Jane Summers. "Sports Marketing." International Journal of Sports Marketing and Sponsorship 7, no. 4 (2006): 52. http://dx.doi.org/10.1108/ijsms-07-04-2006-b009.

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Armstrong, Ketra L. "A Quest for a Market: A Profile of the Consumers of a Professional Women’s Basketball Team and the Marketing Implications." Women in Sport and Physical Activity Journal 8, no. 2 (1999): 103–26. http://dx.doi.org/10.1123/wspaj.8.2.103.

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Women’s sports is at an all-time high, as evidenced by the emergence of a number of professional women’s sport leagues (such as basketball, baseball, and fast-pitch softball). Notwithstanding the growth and popularity of women’s sports, these leagues will have to compete with other forms of leisure for consumers’ discretionary time and resources. Since financial stability is vital to the longevity of the developing women’s leagues, the competition for consumers will require a greater need for the marketers of women’s professional sport organizations to understand the variety of factors that in

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Łapiński, Krzysztof, and Marcin Mastalerek. "Image Crisis in Legia Warszawa Sports Klub Following Accusationsof Attacking Members of Hapoel Petah Tikva Team by Legia’s Fans – Situation Analysis and Evaluation." Social Communication 4, s1 (2018): 96–105. http://dx.doi.org/10.2478/sc-2018-0028.

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Abstract Today sports plays a very important role in marketing, brand image building and also in the entire promotion process in organizations. In order to obtain the planned and crucial for every entity involved effects, there should be the relationship between the product and the sport [Pogorzelski, 2010, p 14]. Not every sport provides the opportunity of shaping the image safely and at the level expected by the entity involved.

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Milne, George R., Mark A. McDonald, William A. Button, and Rajiv Kashyap. "A Niche-Based Evaluation of Sport Participation Patterns." Journal of Sport Management 10, no. 4 (1996): 417–34. http://dx.doi.org/10.1123/jsm.10.4.417.

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This research examines the competitive niche positions of 36 sports and fitness activities reported in an American Sports Activities 1993 tracking study. The article discusses the advantages of viewing competition from an ecological niche perspective and presents a measure of competitive resource overlap (CRO) used in marketing for measuring niche breadth and niche overlap. The empirical study presents an intuitive mapping of the sports market and calculates the niche breadth and niche overlap for each sport. Managerial implications for sporting goods manufacturers, advertising agencies, corpo

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Roy, Subhadip, and Anita Pansari. "Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers." International Journal of Sports Marketing and Sponsorship 15, no. 2 (2014): 12–29. http://dx.doi.org/10.1108/ijsms-15-02-2014-b003.

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Endorsement of a brand or sports team by a sports celebrity has been thoroughly researched within the context of sports marketing. However, the recent phenomenon of non-sports celebrities owning sports teams has received little research attention. This study uses a survey of Indian respondents in the context of a major sport (cricket) in India to explore the impact of a non-sports celebrity owning and endorsing a sports team on consumer attitudes towards the team and their sponsors. Findings indicate that the level of credibility assigned to the celebrity significantly affects consumer attitud

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Naraine, Michael L., Norm O'Reilly, Nadège Levallet, and Liz Wanless. "If you build it, will they log on? Wi–Fi usage and behavior while attending National Basketball Association games." Sport, Business and Management: An International Journal 10, no. 2 (2020): 207–26. http://dx.doi.org/10.1108/sbm-02-2019-0016.

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PurposeAlthough sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports venue consume via the provided Wi–Fi? and (2) What types of online activity behaviors do Wi–Fi users at sports venues exhibit?Design/methodology/approachThis empirical study reports stadia Wi–Fi data usage and consumer behavior from three National Basketball Association venues in the United Stat

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Varmus, Michal, Josef Vodák, and Patrik Ferenc. "Websites of Slovak sports clubs-Analysis, evaluation and recommendations." Global Journal of Business, Economics and Management: Current Issues 8, no. 2 (2018): 43–48. http://dx.doi.org/10.18844/gjbem.v8i2.1057.

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The paper analyses the websites of sports teams of most popular Slovak sports. For assessment were established 13 parameters. The evaluation focused on the relationship of the club through the website with fans, sponsors and youth. The results of this analysis shows the shortcomings and common features various clubs, in view of the approach to addressing the issue. This article also shows the difference between the clubs and their approach with regard to the sports sector in which they operate.  Keywords: Web site; Critical Success; Factors; Sport; Marketing  

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Williams, Jo, and Susan J. Chinn. "Meeting Relationship-Marketing Goals Through Social Media: A Conceptual Model for Sport Marketers." International Journal of Sport Communication 3, no. 4 (2010): 422–37. http://dx.doi.org/10.1123/ijsc.3.4.422.

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Sport industry marketers have long understood the importance of nurturing customer relationships. The new challenge is how best to face the shifts in customer relationship marketing posed by sports organizations and proactive consumers, or “prosumers.” In this article, the elements of the relationship-building process are presented with a focus on communication, interaction, and value, concepts identified in Gronroos’s (2004) relationship-marketing process model. An expanded version of Gronroos’s model is developed to include prosumers and to describe the interactions that occur through social

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Hwang, Geumchan, and Kyu-soo Chung. "The dynamics of cause-related marketing platform and interactivity on college sport fans' donations." Sport, Business and Management: An International Journal 10, no. 2 (2020): 227–41. http://dx.doi.org/10.1108/sbm-08-2019-0070.

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PurposeThis study aims to examine how sport fans' intention to donate to college athletics differs by the type of communication and by the interactivity of communication when a college athletic department uses a social cause for marketing.Design/methodology/approachTo discover differences in donation intention, the study adopts a two (social media/newspaper) by two (interactive/non-interactive) factorial experiment in which the study's created scenario is randomly presented to subjects. Participating in the online survey are 184 collegiate sport fans at a university in the American Midwest. Co

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Miranda, Francisco Javier, Antonio Chamorro, Sergio Rubio, and Oscar Rodriguez. "Professional Sports Teams on Social Networks: A Comparative Study Employing the Facebook Assessment Index." International Journal of Sport Communication 7, no. 1 (2014): 74–89. http://dx.doi.org/10.1123/ijsc.2013-0097.

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Professional sports teams are increasingly using social networks to better connect their sports and businesses to fans and the general public with the aim of providing team-related information, fostering fandom, and building team reputation. However, few, if any, studies have been done that analyze and evaluate the efficacy of this important portion of the professional sports business model from an informationmanagement perspective. This study employs the Facebook Assessment Index (FAI) to effectively compare, assess, and rank the Facebook sites of top European and North American professional

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