How perceived brand globalness and localness affect viewing intentions of J.League viewers worldwide
This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions
Consumption intentions for women’s sports and their respective marketing activities are under-researched in academia (Mumcu et al., 2016). Growing interest from global audiences and businesses highlights women’s sports potential and underline the […]
Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers
The following empirical study seeks to understand the level and sort of influence that football star and celebrity athlete Zlatan Ibrahimović has on his social media fans and followers. A dedicated questionnaire […]
The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
Part one of this article elaborated on the traditional 4 Ps of the marketing mix which include the components price, product, promotion, and place––see here. Part two continues the discussion and elaborates on […]
The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
The marketing mix has been one of the core elements of marketing since the middle of the twentieth century (cf. Kotler and Keller, 2012). The following article elaborates on the traditional components […]
Uses and gratifications of «The Last Dance» and their effect on brand-user imagery fit and the intention to watch a Chicago Bulls game: An exploratory study of sports documentary series appeal
This article examines the uses and gratifications for watching The Last Dance, a sports documentary series about Michael Jordan and the Chicago Bulls that premiered in 2020, and assesses their effect on […]
Target audience through market segmentation: A brief example for DAZN
The following post is an example to be used for my students in the «Marketing and Branding in the Digital Age» module. It shows how target market segmentation can be discussed in […]
The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
The discipline of marketing communications is one of the main components of marketing and seeks to promote the company or brand and its services and products across a variety of marketing and […]
Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch
This study investigates the motivations for spectators of a main boxing event and their influence on fan identification. The Wilder vs Fury rematch is hereby used as an example.
Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans
The following study assesses the impact of the Champions Hockey League’s brand prestige on trust, perceived risk, satisfaction, and loyalty of ice hockey fans and viewers. The importance of the research is […]
Driving fan engagement with Kaizer Chiefs F.C. on social media
The following article examines the motives of Kaizer Chiefs F.C. fans and followers to engage with the South African football club on social media. It introduces the applied theory and methodology based […]
Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot
This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]
Juventus FC brand content on Facebook designed for heuristics
This blog post follows on the article «Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club» and discusses how Italian Serie A […]
Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club
Football clubs provide brand experiences through live video on social media for their spectators by producing audiovisual content. Producers of live videos, often in-house marketers or communication managers, can implement psychological principles […]
The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
Technological advancements originating from the Information Age, such as computer systems, telecommunication systems, and consumer electronics, converged into a multimedia system that made digital, computer-based and mobile communication ubiquitous (cf. Jenkins, 2006; […]
Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid
It is common knowledge that marketing is an established business discipline. Marketing-mavens such as Philip Kotler, Kevin L. Keller, and Seth Godin wrote seminal literature for marketing practitioners and students to revisit […]
