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International Journal of Sport Management and Marketing最新文献

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Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs 赢得忠诚杯:符号相关品牌要素对体育俱乐部品牌忠诚的影响
Q4 Business, Management and Accounting Pub Date : 2021-07-01 DOI: 10.1504/ijsmm.2021.10040072
Aravind Reghunathan, Joshy Joseph
Extant research in marketing has recognized the importance of branding in sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor in determining their success. Brand elements are the building blocks of brands and are used by brand managers to create distinct associations in consumers’ minds, resulting in brand recall and recognition. This study employs the context of football to explore the relationship between the symbol-related brand elements of a sports club and brand loyalty towards the club. We find that the brand elements, the history of the club, jersey and logo positively influence brand loyalty towards a sports club. The study sheds light on the importance of brand elements for a sports club brand and can help brand managers and sponsors to focus more on investments in brand elements that matter, as opposed to those which do not.
市场营销方面的大量研究已经认识到品牌在体育运动中的重要性。职业体育俱乐部被认为是大品牌,球迷忠诚度是决定其成功的关键因素。品牌元素是品牌的组成部分,品牌管理者利用品牌元素在消费者心中建立独特的联想,从而产生品牌召回和认可。本研究以足球为背景,探讨体育俱乐部的符号相关品牌元素与品牌对俱乐部的忠诚度之间的关系。我们发现,品牌元素、俱乐部历史、球衣和标志对品牌对体育俱乐部的忠诚度有积极影响。这项研究揭示了品牌元素对体育俱乐部品牌的重要性,可以帮助品牌经理和赞助商更多地关注对重要品牌元素的投资,而不是对不重要的品牌元素。
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引用次数: 1
Athlete brand identity, image and congruence: a systematic literature review 运动员品牌认同、形象与一致性的系统文献综述
Q4 Business, Management and Accounting Pub Date : 2021-04-05 DOI: 10.1504/ijsmm.2020.10032825
Annika Linsner, Popi Sotiriadou, B. Hill, Kirstin Hallmann
Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction and consensus around important issues. This study aims to address those gaps and determine a strategic direction for future research by providing an in-depth systematic literature review of existing material on athlete branding. A total of 63 articles published in 27 academic journals between 1999 and 2019 were analysed, revealing research on athlete branding had predominantly focused on brand image from the consumer perspective. Few studies investigated strategic athlete brand building and the importance of brand identity creation from the brand manager (athlete) perspective. Study findings highlight the importance of brand congruence as the synergy between athlete brand identity and athlete brand image. This research establishes foundations to inform development of strategic direction, guide future research and be the catalyst for new and innovative projects around athlete brand management.
近年来,人们对运动员和人类品牌的研究兴趣显著增加,但在围绕重要问题的连贯战略方向和共识方面存在明显差距。本研究旨在通过对现有运动员品牌材料进行深入系统的文献综述,解决这些差距,并确定未来研究的战略方向。对1999年至2019年间发表在27份学术期刊上的63篇文章进行了分析,发现对运动员品牌的研究主要集中在消费者角度的品牌形象上。很少有研究从品牌管理者(运动员)的角度来研究战略性运动员品牌建设和品牌身份创造的重要性。研究结果强调了品牌一致性的重要性,即运动员品牌身份和运动员品牌形象之间的协同作用。这项研究为战略方向的发展奠定了基础,指导了未来的研究,并成为围绕运动员品牌管理的新项目和创新项目的催化剂。
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引用次数: 5
Do endorsements by sports celebrities positively influence consumers' purchase intentions Endorser-product congruence and the amplifying influence of consumers involvement in the sport 体育明星代言对消费者购买意愿有正向影响吗?代言产品一致性和消费者参与体育运动的放大效应有正向影响吗
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/ijsmm.2021.10042354
Aaron von Felbert, C. Breuer
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引用次数: 1
Small-world networks and regional traders on the European football transfer market 欧洲足球转会市场的小世界网络和区域贸易商
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/ijsmm.2021.10043934
Zsolt Havran, Diána Ivett Fűrész
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引用次数: 0
Why do(n't) young people watch the Olympics: A comparison of motives and constraints for attendance and media viewing 为什么年轻人不看奥运会:观看和媒体观看的动机和限制的比较
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/ijsmm.2021.10043936
Jeeyoon Kim, Yukyoum Kim
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引用次数: 0
Aligning donor and organisational interests: an analysis of college athletics fundraising officers 协调捐赠者和组织利益:对大学体育筹款官员的分析
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/ijsmm.2021.118813
Matt R. Huml, Christopher M. Mcleod
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引用次数: 0
Keeping spectators in the stands: sport literacy framework for college basketball 让观众留在看台上:大学篮球的体育素养框架
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/IJSMM.2021.10036913
Kyungun Kim, Diego Arguelles, E. Sparvero
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引用次数: 0
Strategic responses and disclosures in a sporting drugs scandal: the case of the Essendon Football Club 体育兴奋剂丑闻的战略回应和披露:埃森登足球俱乐部的案例
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/ijsmm.2021.10042358
A. Halabi, Brendan O'Connell
: This case utilises Oliver’s (1991) framework of strategic responses to institutional processes to provide insights into the actions of an Australian football club faced with a prominent drugs scandal. It analyses public disclosures and statements by senior executives and coaching staff of the Club across the period 2012 to 2016 in the face of heavy media attention, as well as narrations and content through its annual reports. A defiance response strategy is identified and characterised using Oliver’s framework. This case study presents lessons on how organisations may deal with these types of scandals, and how actors may alter their strategies to have their best interests served in a public sports scandal.
本案例利用奥利弗(1991)的制度过程战略反应框架,深入了解一家面临严重毒品丑闻的澳大利亚足球俱乐部的行动。它分析了2012年至2016年期间面对媒体的大量关注,俱乐部高管和教练组的公开披露和声明,以及年报中的叙述和内容。利用奥利弗的框架确定并描述了反抗反应策略。本案例研究提供了组织如何处理这类丑闻的经验教训,以及参与者如何在公共体育丑闻中改变策略以实现其最大利益。
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引用次数: 0
NCAA e-sports 20XX: an analysis of radical innovation adoption through firm collaboration NCAA电子竞技20XX:通过企业合作采用激进创新的分析
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/IJSMM.2021.10036908
Dylan Williams, Patrick Tutka, Joey Gawrysiak, Seth E. Jenny
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引用次数: 5
Sport-specific factors affecting location decisions in business to business sport manufacturing companies: a qualitative study in the Alps 影响商业到商业体育制造公司选址决策的体育特定因素:阿尔卑斯山的定性研究
Q4 Business, Management and Accounting Pub Date : 2021-01-01 DOI: 10.1504/IJSMM.2021.10036912
Elisabeth Happ, M. Schnitzer, M. Peters
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引用次数: 13
期刊
International Journal of Sport Management and Marketing
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