粉丝会影响营销主管对体育赞助的评价吗？法国足球联赛透视

Q3 Business, Management and Accounting Services Marketing Quarterly Pub Date : 2021-09-11 DOI:10.1080/15332969.2021.1976003

Olivier Renier, V. Dalakas, Joanna Melancon

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引用次数: 1

摘要

摘要本研究考察了营销主管如何看待足球俱乐部赞助资产的估值。它是与法国营销主管就四支法甲球队的赞助资产进行的：巴黎圣日耳曼和竞争对手马赛奥运会、AS圣艾蒂安和竞争对手里昂奥运会。研究结果证实，理性和球迷群体都会影响高管对球队赞助资产的价值分配，这表明即使在需要做出理性决策的情况下，球迷群体也很难被忽视。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Does Fandom Influence Marketing Executives’ Valuations of Sports Sponsorships? Insight from the French Soccer League

Abstract This study examines how marketing executives perceive valuations of sponsorship assets of soccer clubs. It was conducted with French marketing executives in regard to sponsorship assets of four Ligue 1 teams: Paris Saint-Germain and rival Olympique de Marseille, AS Saint-Etienne and rival Olympique Lyonnais. Results confirmed that both rationality and fandom influence how the executives assigned value to the teams’ sponsorship assets, suggesting that soccer fandom is hard to overlook even in cases when one is expected to make rational decisions.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.