Journal articles on the topic 'Sport marketing'
To see the other types of publications on this topic, follow the link: Sport marketing.
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 journal articles for your research on the topic 'Sport marketing.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.
1
Ishibuchi, Junya. "Sport Marketing." Japan Marketing Journal 42, no. 2 (September 30, 2022): 3–5. http://dx.doi.org/10.7222/marketing.2022.042.
Full text
2
Ratten, Vanessa. "The dynamics of sport marketing." Marketing Intelligence & Planning 34, no. 2 (April 4, 2016): 162–68. http://dx.doi.org/10.1108/mip-07-2015-0131.
Full textAbstract:
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, tourism, education and technology. The role of marketing intelligence and planning for the sport sector is crucial for sport and related organizations as a way to drive the global economy and spur growth. In sport organizations, marketing consists of planning and forecasting for future demand. Findings – The findings of this introduction paper to the special journal issue highlight how it is interesting to see how sports marketing will continue to be dynamic due to its importance in building marketing practice with theory. Originality/value – This paper discusses the main sports marketing issues raised by the articles in this special issue and suggest directions for future research.
3
McKechnie, Donelda S. "PromoSeven Sports Marketing." Emerald Emerging Markets Case Studies 1, no. 1 (January 1, 2011): 1–5. http://dx.doi.org/10.1108/20450621111110348.
Full textAbstract:
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 attention to Dubai's financial situation. Expected learning outcomes This case can be used to teach sport marketing, sponsorship, event management, and marketing strategy. It can also be used to identify target market segments for sports and the positioning that may appeal to those segments. Supplementary materials A teaching note is available on request.
4
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 (July 24, 2018): 167. http://dx.doi.org/10.22190/fupes161203015g.
Full textAbstract:
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 is done through numerous marketing activities.
5
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 (September 22, 2016): 49. http://dx.doi.org/10.26458/1543.
Full textAbstract:
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 25 years and so.The article will analyze the process of building a efficient direct marketing communication with sport consumers and the implications of using such instruments and tools for the future activity of sport related organizations. Some future research lines are proposed and conclusions are stated on the matter.
6
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 (April 3, 2018): 185–98. http://dx.doi.org/10.1108/mip-05-2017-0091.
Full textAbstract:
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. Challenges and barriers to implementation were examined through observation immediately prior to and during the event, and through a workshop with stakeholders six weeks after the event, and interviews a year later. Findings With the exception of a flyer posted on a few cars during the track and field competition, none of the planned action steps was implemented. Barriers included competition and distrust among local sport clubs, exigencies associated with organizing event competitions, the event organizers’ focus on promoting the city rather than its sports, and each club’s insufficient human and physical resources for the task. These barriers were not addressed by local clubs because they expected the event to inspire participation despite their lack of marketing leverage. The lack of action resulted in no discernible impact of the event on sport participation. Research limitations/implications Results demonstrate that there are multiple barriers to undertaking the necessary steps to capitalize on an event to build sport participation, even when a well-developed framework is used. Specific steps to overcome the barriers need to be implemented, particularly through partnerships and building capacity for leverage among local sport organizations. Originality/value This study presents the ELF, and identifies reasons why sport events fail to live up to their promise to build sport participation. Necessary steps are suggested to redress that failing.
7
Quester, Pascale G. "Strategic Sport Marketing." Australasian Marketing Journal (AMJ) 6, no. 1 (June 1998): 95–97. http://dx.doi.org/10.1016/s1441-3582(98)70242-3.
Full text
8
Верітов, О. І. "ФОРМУВАННЯ МАРКЕТИНГОВИХ КОМПЕТЕНЦІЙ БАКАЛАВРІВ ІЗ ФІЗИЧНОЇ КУЛЬТУРИ І СПОРТУ." Теорія та методика навчання та виховання, no. 49 (2020): 29–42. http://dx.doi.org/10.34142/23128046.2020.49.03.
Full textAbstract:
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 of registered unemployed and the number of vacancies in 2019 (according to the state employment service)]. URL: http://www.ukrstat.gov.ua/. (in Ukrainian). Osvitno-profesiina prohrama «Fizychna kultura i sport. Trenerska diialnist z vydu sportu pershoho rivnia vyshchoi osvity za spetsialnistiu 017 Fizychna kultura i sport. (2019). [Educational and professional program "Physical Culture and Sports. Coaching activities in the sport of the first level of higher education in the specialty 017 Physical culture and sports]. Berdiansk: Berdianskyi derzhavnyi pedahohichnyi universytet. 16 p. URL: http://bdpu.org/wp-content/uploads/2020/03/017_FKS_Sport-1.pdf. (in Ukrainian). Osvitno-profesiina prohrama «Fizychna kultura i sport» pershoho (bakalavrskoho) rivnia vyshchoi osvity. (2019). [Educational and professional program "Physical Culture and Sports" of the first (bachelor's) level of higher education]. Kherson: Khersonskyi derzhavnyi universytet. 22 p. URL: http://www.kspu.edu/FileDownload.ashx/OPP% 20017%20FIZYChNA%20KULJTURA%20I%20SPORT%20 BAKALAVR%20(1).pdf?id=8e8ede49-e4aa-4104-956d-7538f5830f66. (in Ukrainian). Osvitno-profesiina prohrama «Fizychna kultura i sport» pershoho (bakalavrskoho) rivnia vyshchoi osvity. (2019). [Educational and professional program "Physical Culture and Sports" of the first (bachelor's) level of higher education]. Ternopil: Ternopilskyi natsionalnyi pedahohichnyi universytet imeni Volodymyra Hnatiuka. 19 p. URL: http://tnpu.edu.ua/about/public_inform/akredytatsiia%20 ta%20litsenzuvannia/osvitni_prohramy/bakalavr/fizvyh/017_Fizychna_kultura_i_sport_bak alavr_2019.pdf. (in Ukrainian). Osvitno-profesiina prohrama «Trenerska diialnist v obranomu vydi sportu» pershoho rivnia vyshchoi osvity za spetsialnistiu 017 Fizychna kultura i sport. (2017). [Educational and professional program "Coaching in the chosen sport" of the first level of higher education in the specialty 017 Physical Culture and Sports]. Kharkiv: Kharkivska derzhavna akademiia fizychnoi kultury. 12 p. URL: https://khdafk.kh.ua/wp-content/uploads/ 2019/04/017- Fizychna-kuljtura-i-sport-1.pdf. (in Ukrainian). Osvitno-profesiina prohrama pidhotovky bakalavra pershoho rivnia vyshchoi osvity za spetsialnistiu 017 Fizychna kultura i sport. (2017). [Educational and professional bachelor's program of the first level of higher education in the specialty 017 Physical culture and sports]. Mykolaiv: Mykolaivskyi natsionalnyi universytet imeni V. O. Sukhomlynskoho. 14 p. URL: http://sport.mdu.edu.ua/fks/wp-content/uploads/2017/OPP_017_FKiS.pdf. (in Ukrainian). Potapiuk, I. P. (2011). Osoblyvosti zastosuvannia kompleksu marketynhu na pidpryiemstvakh sfery fizychnoi kultury i sportu. [Features of application of a marketing complex at the enterprises of sphere of physical culture and sports]. Ekonomichnyj chasopys-XXI – Economic JournalXXI. № 11-12. URL: http://soskin.info/ea/2011/11-12/201122.html. (in Ukrainian). Razumovskyi, S. O. (2013). Marketynh fizychnoi kultury yak element sotsialnoi sfery suspilstva (sotsialno-filosofskyi analiz). [Marketing of physical culture as an element of the social sphere of society (socio-philosophical analysis)]. Slobozhanskyi naukovo-sportyvnyi visnyk – Slobozhansky scientific and sports bulletin. № 2. P. 199-203. (in Ukrainian). Samodai, V. (2013). Aktualni pytannia shchodo vprovadzhennia marketynhu u sferu fizychnoi kultury i sportu. [Current issues regarding the introduction of marketing in the field of physical culture and sports]. Moloda sportyvna nauka Ukrainy – Young sports science of Ukraine. T. 4. P. 158-165. (in Ukrainian). Standart vyshchoi osvity Ukrainy. Stupin vyshchoi osvity bakalavr. Haluz znan 01 osvita/pedahohika. Specialnist 017 Fizychna kultura i sport. (2019). [Standard of higher education in Ukraine. Bachelor's degree. Field of knowledge 01 education / pedagogy. Specialty 017 Physical culture and sports]. Kyiv: Ministerstvo osvity i nauky Ukrainy. 12 p. URL: https://mon.gov.ua/storage/app/media/vishcha-osvita/zatverdzeni%20standarty/2019/ 04/25/017-fizichna-kultura-i-sport-bakalavr.pdf. (in Ukrainian). Tanklevska, N. S. & Vybranskyi, V. V. (2019). Osnovy marketynhu v sportyvnii sferi. [Fundamentals of marketing in sports]. Socialno-ekonomichni problemy suchasnoho periodu Ukrainy – Socio-economic problems of the modern period of Ukraine. Vypusk 6 (140). P. 20-25. (in Ukrainian). Tyshchenko, T. B. (2010). Osoblyvosti formuvannia hotovnosti maibutnikh fakhivtsiv fizychnoho vykhovannia ta sportu do marketynhovoi diialnosti. [Features of formation of readiness of future specialists of physical education and sports for marketing activity]. Naukovyi chasopys [Natsionalnoho pedahohichnoho universytetu imeni M. P. Drahomanova]. Seriia 15: Naukovo-pedahohichni problemy fizychnoi kultury (fizychna kultura i sport): zb. nauk. pr. – Scientific journal [National Pedagogical University named after MP Drahomanov]. Series 15: Scientific and pedagogical problems of physical culture (physical culture and sports). № 3. P. 307-310. (in Ukrainian).
9
Yaqub Ajeigbe, Issa. "Influence of Sports Marketing Strategies in the Promotion of Organization Products and Services in Ilorin Metropolis." Indonesian Journal of Sport Management 1, no. 2 (October 1, 2021): 128–37. http://dx.doi.org/10.31949/ijsm.v1i2.1311.
Full textAbstract:
Sport marketing remain an important aspect of global sports innovation as it is relevant to the growth of business as well as its survival. It is further prescribed as a means by which company or an organization communicate their services in a sport-oriented context. Sports marketing has been developed to promote sports events and teams as well as promotion of other products and services to consumers. Descriptive survey design was used in this study. The population comprised the sport marketers and organizations that produce and sell sport products and services to consumers totaling 54 and no sample was selected as all the marketers and organization staff were used as sampled for the study. Structured questionnaire designed in a four point likert rating scale which was validated by experts in sports marketing and tested for reliability with coefficient result of 0.82 was used to elicit data from the respondents. Two research questions and two research hypotheses were formulated for the study. The two research questions were analysed using frequency, percentage and means score while the hypotheses were tested using independent T-test at 0.05 level of significant and funding reveals that there was no significant difference in the sport marketer perception of the influence of sport marketing strategy on the promotion of organization products as well as to produce valued products based on gender,. Among the recommendations, suggested include: organization must strengthen btheir marketing strategies in order to promote their products among others
Keywords: Sports marketing, strategies, and promotion of organization products and services
10
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.
Full text
11
Jacobs, Brittany L., Brian Wendry, and Megan Nocivelli. "A League to Call Their Own—Premier Rugby 7s: Developing a Digital Strategy to Engage New Fans." Case Studies in Sport Management 11, no. 1 (January 1, 2022): 1–6. http://dx.doi.org/10.1123/cssm.2021-0035.
Full textAbstract:
The Premier Rugby 7s case challenges students to consider a digital marketing strategy for a start-up professional sport league. Unlike many major sports in the American marketplace, the case presents Rugby 7s—a relative newcomer to the sporting marketplace—as the newest professional sport. In this case, marketing consultants are faced with the challenge of designing a digital marketing strategy for a “new generation” of sport fans. Drawing upon the tenets of traditional marketing, readers will explore the development of target markets, the challenges in introducing a new sport to fans, how to capitalize on new media trends, and how to differentiate their product in a crowded marketplace.
12
Malygin, Andrey V. "Competitive Assessment of the Marketing Potential of a Sport." Journal of Modern Competition 16, no. 5 (October 31, 2022): 66–83. http://dx.doi.org/10.37791/2687-0657-2022-16-5-66-83.
Full textAbstract:
Marketing potential, as a scientific and practical category, is used to determine market opportunities for the development of an organization or product. Its universal nature allows us to explore the problems of improving the efficiency of marketing management in various fields of activity, including sports. The social significance of sports can significantly influence the readiness of specialists to adapt universal marketing strategies and tools to their activities. Relying on economic support from the government, the management of sports organizations and, above all, federations underestimate the market opportunities and marketing potential of their sports. The article discusses the specifics of assessing the marketing potential of a sport based on the analysis of the characteristics of their presence in the markets that make up the modern sports industry. The purpose of the study is to determine market criteria for assessing the marketing potential of a sport, suitable for practical use by sports federations. The author proposes an original methodology for analyzing the marketing potential of sports, taking into account the presence of sports federations in eight key markets: sports events, services, goods, facilities, personnel, as well as in the sports industry infrastructure market, sponsorship and quasi-sports products. In accordance with this, the criteria for evaluating the marketing potential recommended to the management of sports federations are determined.
13
Scola, Zach, and Brian S. Gordon. "Exploring retro marketing with sport marketing professionals." Sport, Business and Management: An International Journal 9, no. 3 (July 8, 2019): 284–300. http://dx.doi.org/10.1108/sbm-06-2018-0046.
Full textAbstract:
Purpose The purpose of this paper is to expand our understanding of retro marketing in sport through the perspective of sport marketers. Design/methodology/approach Fourteen sport marketers involved in their team’s marketing and utilized retro participated in topical interviews. Interviews were transcribed and open coded to find themes around how retro marketing is utilized and why the marketers think it may be effective. Findings This study discovered prominent themes explaining how retro marketing is implemented (changing marks and jerseys, celebrating anniversaries, milestones and past players and retro nights) and why it may be effective (nostalgia, retro design appeal and connection to the team’s lived history). Originality/value Despite the coverage of retro marketing in popular press, little is understood in the academic field. This current study should expand our understanding of retro marketing in sport and be effective in aiding future scholars who investigate retro marketing in sport.
14
Peručić, Doris, and Maro Joković. "Marketing menadžment u sportu - primjer dubrovačkih sportskih klubova." Oeconomica Jadertina 8, no. 1 (September 26, 2018): 18–29. http://dx.doi.org/10.15291/oec.2729.
Full textAbstract:
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 sport clubs and with the Secretary of the Dubrovnik Association of Sports. The causes of non-implementation of planning and systematic marketing application in the sports facilities in Dubrovnik, current marketing activity, problems encountered and the guidelines for a better understanding of the importance of marketing in sports were presented thereto. The research has confirmed that there is no systematic application of marketing in Dubrovnik sports facilities and that marketing activity activities are mostly reduced to numerous forms of marketing communication with the target market segments. Management awareness of the importance of sports marketing is developed, club leaders and Association point out the exigency to establish marketing departments within clubs, but in practice this has not yet been realized. Along with lack of financial resources, insufficient understanding of marketing as a business philosophy is one of the main reasons for not applying systematic marketing practices to sports facilities. To successfully manage marketing in sports facilities, it is crucial to engage sports marketing professionals/managers, but at the same time keep in mind that this is a club comprehensive initiative that drives its vision, mission, and strategic planning.
15
Richelieu, André. "Le marketing du sport." Gestion 38, no. 4 (2013): 5. http://dx.doi.org/10.3917/riges.384.0005.
Full text
16
Phoenix, Fiona. "Introduction to Sport Marketing." Managing Sport and Leisure 20, no. 4 (July 4, 2015): 258–60. http://dx.doi.org/10.1080/23750472.2015.1074831.
Full text
17
Mumcu, Ceyda, and Gil Fried. "Analytics in Sport Marketing." Sport Management Education Journal 11, no. 2 (October 2017): 102–5. http://dx.doi.org/10.1123/smej.2016-0019.
Full text
18
DeFrancesco, Charmaine, and Joseph J. Cronin. "Marketing the Sport Psychologist." Sport Psychologist 2, no. 1 (March 1988): 28–38. http://dx.doi.org/10.1123/tsp.2.1.28.
Full textAbstract:
There is a significant need for identifying marketing techniques and strategies to enhance the career opportunities of the sport psychologist. Unfortunately, few sport psychologists have the entrepreneurial skills needed to reach alternative target markets. Professional service marketing can help the sport psychologist identify and develop strategies for employment and career opportunities. This paper examines current issues concerning the sport psychology profession, the role of marketing in professional service organizations, and a six-step marketing procedure for creating a professional marketing plan for the sport psychologist. The six steps of the marketing process include (a) situational analysis, (b) identification of service availability, (c) market assessment, (d) identification of decision-making roles, (e) marketing plan, and (f) evaluation process.
19
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.
Full textAbstract:
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 the state management of sports sector in conditions of sustainable development of business structures. The development of sports marketing, as a field of science and practical tool, began to take shape at the beginning of the twentieth century, when the production and consumption of sports services began to expand rapidly and competitive relations and competition for customers and sales intensified. The paper determines that professional physical education has a significant influence on formation of economic thinking in the field of sports, where the sport itself acts as a customer of training services, and higher education institutions - a supplier to training highly qualified specialists in this field. The development of sports marketing by its division into phenomena is considered. There are three main phenomena of the sports sphere, namely: the social phenomenon, which denotes the real field of wide public influence, the economic phenomenon - keeping the mission of sport in balance with the sphere of business activity, and the political phenomenon - strengthening the image of the state among other countries through sports success. Physical education and sports marketing involves the use of various marketing tools, principles and functions. Effective application of marketing and skillful application of methods of marketing activity management will allow transforming the industry of sports into a powerful business structure.
20
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 (March 2015): 170–83. http://dx.doi.org/10.1123/jsm.2013-0280.
Full textAbstract:
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 surroundings, and (3) viewer confusion as a reaction to an overload of sponsorship information. Based on a laboratory study, it was found that both color and animation significantly impact sports viewers’ attention. However, animation can lead to visual confusion for television sport viewers, and may jeopardize intended sponsorship effects. These findings provide scientific evidence for the opportunities and risks of visual features in sponsorship-linked marketing.
21
Kończak, Jarosław. "An image of a man in a sports advertisement." Quality in Sport 7, no. 3 (June 28, 2022): 14–27. http://dx.doi.org/10.12775/qs.2021.015.
Full textAbstract:
Sport is an attractive business platform for communication not only with customers, but also with all stakeholders. It can be observed not only in advertising communication of the producers operating on the broadly understood sports market, sponsors or companies using ambush marketing. It is also used in brand marketing by companies which, despite their lack of connotation with sport, willingly benefit from a number of sports attributes, values and connotations.
The study aims to present the image of a man in marketing communication based on sports motives. The selected aspects subjected to analysis will help to define the role of a man in advertising sports communication and verify the declarations of the companies that pursue their goals using this level of communication. The author analysed selected advertising campaigns (audio-video format) containing sports accents. Communications of 1,270 advertisements representing 254 brands were analysed. The analysis covered six different areas: image and product advertising, share of sports disciplines, sports accessories, the man's attitude, an area of the sports involvement, and the valued presented.
The analysis showed that the man presented in a sports advertisement is multidimensional, just as sport is. Traditional areas connotated with sport, such as competition and team support, are not the only ones to penetrate the advertising’s contents. While the former area is very common in general, this is one of the least frequently used sports motives. Much more often, sport appears as an element to build man’s identity, his inner strength, heroic spirit. The sport spirit and values underlying such an identity appears to be more important than most of the sport disciplines presented in advertisements. Exception to the rule is football, which continues to be the number one, regardless of whether it concerns the man’s image promoted by a male sports star or by an anonymous man.
22
Kerzaitė, Margarita, and Borisas Melnikas. "INTERNATIONAL SPORT EVENTS: IMPROVING MARKETING / TARPTAUTINIAI SPORTO RENGINIAI: RINKODAROS TOBULINIMAS." Mokslas – Lietuvos ateitis 6, no. 1 (February 20, 2014): 83–92. http://dx.doi.org/10.3846/mla.2014.11.
Full textAbstract:
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 marketing tools according tothe marketing mix correction based on systematic synthesis ofmarketing concepts and adaptation/standardization needs, themost important factors in the marketing mix for the excretion ofthe main marketing objectives. The article is based on the latestscientific literature analysis. Kompleksiškai analizuojami poreikiai tobulinti tarptautinių sporto renginių rinkodarą. Išryškinamas tarptautiniųsporto renginių vaidmuo nūdienos visuomenės gyvenime ir globalizacijos iššūkių kontekste, lyginamos įvairių autorių nuomonėssportinių renginių klasifikavimo ir šaliai organizatorei tenkančios naudos atžvilgiais. Atskleidžiama pagrindinė problema,su kuria susiduriama organizuojant tarptautinius sporto renginius, numatomos problemos sprendimo perspektyvos.Apibendrinamos tarptautinių sporto renginių galimybės iš esmės modernizuoti rinkodaros priemones, koreguojant kompleksąrinkodaros elementų, atsižvelgiant į rinkodaros komplekso elementų korekciją, remiantis rinkodaros koncepcijų sisteminesinteze ir adaptacijos/standartizacijos poreikiais, svarbiausių rinkodaros komplekso veiksnių išskyrimu, siekiant pagrindiniųrinkodaros tikslų. Remiamasi naujausios mokslinės literatūros analize.
23
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 (April 23, 2020): 312–15. http://dx.doi.org/10.35634/2412-9593-2020-30-2-312-315.
Full textAbstract:
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 direction of 38.04.01 “Economics” (master's level) does not contain competencies that indicate the need for masters to obtain knowledge and skills in the field of law. And the issues of organizing and managing sports at various levels require parallel consideration of a whole complex of interrelated economic and legal components. A comparative analysis of the content of legal training programs for masters in sports economics in Russia and Germany is given.
24
Shani, David. "Sport marketing and non profit marketing - perfect together." International Review on Public and Nonprofit Marketing 12, no. 2 (June 18, 2015): 93–95. http://dx.doi.org/10.1007/s12208-015-0139-2.
Full text
25
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 (October 2014): 175–87. http://dx.doi.org/10.1123/rsj.2014-0039.
Full textAbstract:
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 intramural marketing techniques in relation to four participation motives and demographic characteristics for 208 intramural participants. Results revealed promotional items as the most effective marketing technique, whereas social media was the least effective. Regarding gender, men were more motivated by discounts, and women participated more for fitness. Our results could aid intramural sports coordinators to better use their marketing resources in relation to participant motives and avoid erroneous spending on ineffective methods.
26
Goebert, Chad. "Augmented Reality in Sport Marketing." Sports Innovation Journal 1 (November 9, 2020): 134–51. http://dx.doi.org/10.18060/24227.
Full textAbstract:
The augmented reality (AR) market is expected to grow to $60.55 billion by 2023 and there are currently an estimated 4.2 billion AR-capable devices in the hands of consumers. Experts believe that sport is a high-value market for AR as it is uniquely positioned to utilize AR in multiple marketing contexts (Haber, 2019). The COVID-19 pandemic has accelerated the rate at which sport organizations are utilizing AR as they attempt to reach fans and consumers that are limited or restricted from attending events in person. This article introduces augmented reality to sport managers and practitioners and defines AR, detailing how it can be used by citing examples of how it has been used in sport marketing to this point. Specifically, the paper discusses the three most common classifications of AR for marketing and their role in sport: advertising/promotion, product management, and customer service. The types of AR delivery systems (e.g., HMD, projector-based, smartphone, broadcast AR) are also discussed to clarify that AR is a grouping of technologies and not just one hardware platform. Sport and non-sport examples of AR implementations of the different classifications and delivery systems are provided in this text. Three recommendations are provided for AR development and implementation, namely that sport AR activations should be a complement to the sport product, focus on visual appeal, and strive for immersion. These recommendations are grounded in academic research and intended to assist practitioners planning to implement AR as part of their marketing strategy.
27
Pons, Frank. "Sport Marketing: A Canadian Perspective." International Journal of Sport Communication 1, no. 4 (December 2008): 534–35. http://dx.doi.org/10.1123/ijsc.1.4.534.
Full text
28
Evans, Anthony, Tim James, and Anne Tomes. "Marketing in UK Sport Associations." Service Industries Journal 16, no. 2 (April 1996): 207–22. http://dx.doi.org/10.1080/02642069600000022.
Full text
29
Gillentine, Andy, and Clay Daughtrey. "Case Studies in Sport Marketing." Journal of Sport Management 14, no. 3 (July 2000): 243–46. http://dx.doi.org/10.1123/jsm.14.3.243.
Full text
30
Blann, F. Wayne, Greg Shelley, and Sarah C. Gates. "Marketing Sport Psychology Consulting Services." Journal of Sport Psychology in Action 2, no. 1 (April 2011): 33–52. http://dx.doi.org/10.1080/21520704.2011.564719.
Full text
31
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 (January 2011): 70–83. http://dx.doi.org/10.1123/jsm.25.1.70.
Full textAbstract:
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, this study identified and validated three motivational dimensions:entertainment/escape, competition, andsocial interaction. The results suggest a pattern of fantasy football participation that is more purposeful and active than traditional media use. Discussed are the gambling associations, future research opportunities, and suggestions for developing fantasy football participation into a more creative and interactive marketing communication tool.
32
Shilbury, David. "A Bibliometric Study of Citations to Sport Management and Marketing Journals." Journal of Sport Management 25, no. 5 (September 2011): 423–44. http://dx.doi.org/10.1123/jsm.25.5.423.
Full textAbstract:
The purpose of this study was to examine the influence of seven sport management and marketing journals on sport-related research published in 20 top tier generic management and marketing journals. Ten top tier management and 10 top tier marketing journals were inventoried to ascertain the number of sport-related management and marketing manuscripts published in those journals from 1987 to 2007. Twenty-five sport management and 51 sport marketing-related manuscripts were identified in the generic journals. From these manuscripts, twelve citations to the seven sport journals were identified in the management publications and 98 citations to the seven sport journals were found in the marketing publications.Sport Marketing Quarterly(62) was the most cited sport management and marketing journal followed by theJournal of Sport Management(28). Results also identify citation frequency by year, first citations and time taken for the seven sport journals to record first citations, author citation frequency and field of author affiliation and its impact on citation patterns. Implications for sport journal focus and editorial policies are discussed as well as the impact of citations in the generic marketing journals compared with the generic management journals.
33
Harrison-Hill, Tracey, and Laurence Chalip. "Marketing Sport Tourism: Creating Synergy between Sport and Destination." Sport in Society 8, no. 2 (June 2005): 302–20. http://dx.doi.org/10.1080/17430430500102150.
Full text
34
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 (February 6, 2017): 2–10. http://dx.doi.org/10.1108/ijsms-12-2016-0086.
Full textAbstract:
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 available to address these challenges. Thus, formulating a special issue in the International Journal of Sports Marketing and Sponsorship to examine contemporary subject matters and concerns would be significantly meaningful to help understand, stimulate, and improve sport business operations in China, provide guidance to transnational organizations for doing sport-related business in China, offer constructive suggestions for Chinese corporations going global, and ultimately build up theories and best practices to address unique perspectives of China’s sport industry. The paper aims to discuss these issues. Design/methodology/approach This paper is conceptual and presents a review of literature. Findings In addition to this leading paper, there are a total of eight manuscripts selected for this special issue inquiring on contemporary matters and development of China’s sport industry, including four short articles that were formulated based on qualitative research information derived from case studies and interviews and four full-length articles that adopted a quantitative research protocol or a mixed research design involving both qualitative and quantitative information. Research limitations/implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Practical implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Social implications While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China. Originality/value While it is impossible to capture all contemporary topics in the development of China’s sport industry within one journal issue, articles selected in this special issue of the International Journal of Sports Marketing and Sponsorship have provided useful highlights into some of the critical issues faced by the industry and research directions by academicians. It is sincerely expected that studies in this special issue would help inspire more scholarly inquires and ultimately improve the continued formulation and advancement of a strong sport industry in China.
35
Fişne, Mücahit, and Ali Hasaan. "BRANDING A NICHE SPORTS CLUB. A CASE STUDY OF SIVAS KANGALS RUGBY FC." Kinesiologia Slovenica 26, no. 3 (December 28, 2020): 96–120. http://dx.doi.org/10.52165/kinsi.26.3.96-120.
Full textAbstract:
Due to technology, countries have been introduced to new sports. With more demand, interest, and coverage, new sports have become so established in a society that it is as if they had always existed. Thus, mainstream and niche sports concepts emerged. Mainstream sports are those that can gather mass media and public coverage, while niche sports are those that are less popular or nonexistent. This study focuses on a niche sport in Turkey, that is, rugby; this is a sport that is not even in the top 15 popular sports in Turkey. As the aim of this study is to explore difficulties faced in the branding and marketing of a niche sport in a new area, this study uses the case study of Sivas Kangals Rugby FC. The current study adopted an inductive qualitative design. The study is based on semi structured interview of four stakeholders: the coach, athletes, sports journalists and fans. The results of the study highlighted the difficulties a niche sport could face, why niche sports faced difficulties, reasons for playing rugby, and marketing techniques for a niche sports club. Furthermore, the study also highlighted the positive effects of niche sports and the benefits of a fan base.
36
Yiannakis, Andrew. "Some Contributions of Sport Sociology to the Marketing of Sport and Leisure Organizations." Journal of Sport Management 3, no. 2 (July 1989): 103–15. http://dx.doi.org/10.1123/jsm.3.2.103.
Full textAbstract:
This paper presents a detailed analysis of the contributions of sport sociology to the marketing of sport and leisure organizations. In particular, the major steps that comprise the marketing enterprise are reviewed, from the identification of product marketing features to the monitoring of the marketing environment, and the potential contributions of sport sociology at each phase of the process are discussed.
37
Fujimoto, Junya. "What is Sport Marketing? Consideration of the Specificity." Japan Marketing Journal 42, no. 2 (September 30, 2022): 6–16. http://dx.doi.org/10.7222/marketing.2022.043.
Full text
38
Matic, Radenko M. "Marketing Concept in Elite Team Sports Clubs in Serbia: Impact of Leadership Styles, Organizational Learning Culture, and Climate for Innovation." Montenegrin Journal of Sports Science and Medicine 11, no. 1 (March 1, 2022): 71–80. http://dx.doi.org/10.26773/mjssm.220309.
Full textAbstract:
This research tested the interactions among organizational learning culture, leadership styles, climate for innovation, and marketing concept of sports clubs in team sports. The study included elite sport managers (N=118), from four team sports (football, basketball, handball, and volleyball), who participated in the highest rank of national competition in Serbia. The organizational learning culture was measured with attitudes of respondents about the organizational learning culture at individual, team or group level, and organization as dichotomous variables, while leadership styles used the MLQ self-assessment questionnaire. The climate for innovation scale was measured with scales for assessing organizational support for creativity, maladaptation, support for innovation, and resource supply. The presence/absence of components of the different marketing mix aspects was measured as a four-dimensional variable for evaluation marketing concept. The results supported the mediation and path models. Direct effect to variable marketing concept is noticed only in the organizational learning culture, while climate for innovations and leadership style did not have a direct effect on the marketing concept. Indirect effects revealed that the status of the sports branch, the market position of each club in its sport competitive results, and the education background of managers' impact marketing concept in team sports in Serbia. The theoretical and practical contributions of obtaining results are discussed.
39
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 (March 1, 2019): 36–46. http://dx.doi.org/10.2478/pcssr-2019-0004.
Full textAbstract:
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 was to investigate the use of social media by key members of the CrossFit community. The study addressed the following research questions: RQ1. What are the usage categories similarities and differences observed across the social media platforms? RQ2. What are the group usage similarities and differences observed across the social media platforms? and RQ3. What are the group usage similarities and differences observed across the usage categories? A content analysis of 5,565 Twitter, Facebook, and YouTube messages was used to explore these activities. The CrossFit social media users—CrossFit Games, regions, boxes, athletes, and sponsors—used the platforms primarily to provide information about the sport and interact with the community, while promotion was employed less frequently. CrossFit and other niche sports can use social media to provide information and build community within their sports, before attempting to create online communities and promote their products.
40
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 (October 11, 2019): 105–23. http://dx.doi.org/10.1108/sbm-09-2018-0066.
Full textAbstract:
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 positive influence on job performance and plays a partial mediating role in the relationship between internal marketing and job performance. The findings identify the relationships among internal marketing, organizational commitment and job performance. Originality/value This study proposed and tested an empirical model linking internal marketing, organizational commitment and job performance in sport and fitness services. Moreover, this study further probed into the path of influence of internal marketing strategies on job performance of employees by including their organizational commitment in the mediating process. The findings of this study have insightful implications and emphasize the important role of internal marketing in the management of customer service in sports.
41
Ditizio, Amber A. "Fantasy Sports and Gambling in Sport." Journal of Electronic Commerce in Organizations 14, no. 4 (October 2016): 52–65. http://dx.doi.org/10.4018/jeco.2016100104.
Full textAbstract:
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 involvement in athletic contest and its merchandising. Although the media aspect may been neglected in sports research, media research traditionally has considered sports too popular for traditional research. This paper explores some of the major topics for research that combines sports and newer forms of media exploitation for marketing purposes.
42
Sutton, William A. "Developing an Initial Marketing Plan for Intercollegiate Athletic Programs." Journal of Sport Management 1, no. 2 (July 1987): 146–58. http://dx.doi.org/10.1123/jsm.1.2.146.
Full textAbstract:
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 plan applicable to the uniqueness and requirements of his or her particular institution or service area.
43
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 (March 2010): 12–26. http://dx.doi.org/10.1123/ijsc.3.1.12.
Full textAbstract:
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 of key directions in funding practices. The focus is on providing a high-level introduction to the various funding systems. The conclusion is that with the necessary communication and media support, a new gambling-related, government-controlled sport-marketing program can provide extra funds for Olympic sports federations and the sport industry in general.
44
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.
Full textAbstract:
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 results for investors. The paper is dedicated to the user’s satisfaction from using social media profiles of e-sport organizations, teams, and players. The research covers the basic information about e-sport, social media, and e-marketing forms on social media for e-sport organizations. This work aims to assess the factors influencing the feeling of satisfaction with the use of the social media profile. The purpose of this study is to investigate the influence of Perceived Profile Usefulness, Perceived Entertainment, Identification with Organization and Players, and satisfaction on users’ Intention to Follow and Recommend social media profile of e-sport organization. The study tested and used the model in the context of social media profiles. The partial least square method of structural equation modeling is employed to test the proposed research model. The study utilizes an online survey to obtain data from 209 Polish e-sport enthusiasts (both players and spectators). The data set was analyzed using SmartPLS 3 software. The obtained results showed that the best predictor of users’ Satisfaction is Integration with Organization and Players, followed by Perceived Entertainment. Satisfaction predicts users’ Intention to Follow and Recommend the social media profile of the e-sport organization. The findings improve understanding regarding the marketing actions in e-sport’s social media profiles, and this work is therefore of particular interest to e-sport organizations, e-sport teams, and e-sport players. Keywords: E-sport, social media profile, satisfaction, computer games, social media marketing.
45
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 (June 1, 2012): 33–40. http://dx.doi.org/10.2478/v10141-012-0011-6.
Full textAbstract:
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 sports associations, and as owners maintain and operate the sports facilities. In light of the above facts, the study analyzes the sport concepts adopted by the local governments of the Hungarian cities of county rank and tries to find the answers to the following questions: 1. To what extent are the documents concerned in accordance with the requirements usually drafted for the development concepts and which platforms they involve?; 2. To what extent did the local governments recognize the relationship between the sports and place marketing on the level of concept-making?As a conclusion of the study, the following significant establishments can be made: 1. Comparing the existing sport concepts with the general requirements of the development concepts, a large number of deficiencies can be observed; 2. The areas mentioned in the situation-analysis part of these documents are in close relationship with the importance of the topics concerned; 3. The local governments of the cities of county rank decisively recognized the role of sports in place marketing.
46
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 (April 12, 2020): 227–41. http://dx.doi.org/10.1108/sbm-08-2019-0070.
Full textAbstract:
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. Collected data are analyzed on the analysis of variance.FindingsResults show that fans demonstrating the highest donation intention are those in the group of fan-interactive marketing on social media. Those showing the lowest are in the group of non-interactive marketing on newspaper. Between marketing interactivity and marketing platform, no interaction effect is found.Originality/valueThe study tests the effectiveness of marketing communication in the context of collegiate sports and identifies the impact of social media on college sport fans' donation intention. For collegiate athletic administrators designing a cause-related marketing campaign, this study provides practical information on how to use social media in delivering fan-oriented activities.
47
GUSINETS., Е. "FEATURES OF CONSUMER PREFERENCES OF INHABITANTS OF GOMEL IN THE CHOICE OF SPORTS AND IMPROVING SERVICES." Экономическая наука сегодня, no. 8 (December 22, 2018): 194–203. http://dx.doi.org/10.21122/2309-6667-2018-8-194-203.
Full textAbstract:
The demand for sports services through detection of consumer preferences in exercises and sport of Gomel population is determinated in the article. The relevance of a research is caused by the increased strengthening of a role of physical culture and sport in life of modern society. The main aim of researches is marketing assessment of subjective and motivational characteristics of consumers of sports and improving services of various age groups
48
hOisín, Eamon O. "Art Marketing: Sport on the Sidelines." Circa, no. 71 (1995): 43. http://dx.doi.org/10.2307/25562774.
Full text
49
Abeza, Gashaw, Norm O'Reilly, Mark Dottori, Benoit Séguin, and Ornella Nzindukiyimana. "Mixed methods research in sport marketing." International Journal of Multiple Research Approaches 9, no. 1 (January 2, 2015): 40–56. http://dx.doi.org/10.1080/18340806.2015.1076758.
Full text
50
Jackson, E. Newton. "Sport Marketing: Managing the Exchange Process." Journal of Sport Management 14, no. 2 (April 2000): 188–90. http://dx.doi.org/10.1123/jsm.14.2.188.
Full text