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A critical analysis and discourse of sports marketing and communications

Sunday, January 24th, 2021

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Mural to Chicago Bulls basketball legend Michael Jordan. Chicago, Illinois

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

By Sebastiano Mereu
Figure 1: Conceptual framework with spectator motivations and fan identification

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

By Sebastiano Mereu
Inside of the Vaillant Arena before the Champions Hockey League game HC Davos - Frölunda HC on 12 January 2016. Photo by Fabien Perissinotto.

Champions Hockey League: The Impact of Brand Prestige on Trust, Perceived Risk, Satisfaction, and Loyalty of Ice Hockey Fans

By Sebastiano Mereu
Kaizer Chiefs wallpaper. Source: https://wallpapercave.com/w/wp3666396

Driving fan engagement with Kaizer Chiefs F.C. on social media

By Sebastiano Mereu

The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands

By Sebastiano Mereu on September 1, 2020 • ( Leave a comment )

The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands

By Sebastiano Mereu on August 26, 2020 • ( 2 Comments )

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

By Sebastiano Mereu on May 17, 2020 • ( Leave a comment )

Target audience through market segmentation: A brief example for DAZN

By Sebastiano Mereu on April 16, 2020 • ( Leave a comment )

The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain

By Sebastiano Mereu on April 11, 2020 • ( Leave a comment )

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

By Sebastiano Mereu on March 31, 2020 • ( Leave a comment )

The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands

By Sebastiano Mereu on September 1, 2020 • ( Leave a comment )
The 8 Ps of the Marketing Mix in the Digital Age Part 2

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

By Sebastiano Mereu on August 26, 2020 • ( 2 Comments )
The 8 Ps of a contemporary marketing mix

The marketing mix has been one of the core elements of marketing since the middle of twentieth century (cf. Kotler and Keller, 2012). The following article elaborates on the traditional components of […]

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

By Sebastiano Mereu on May 17, 2020 • ( Leave a comment )
Mural to Chicago Bulls basketball legend Michael Jordan. Chicago, Illinois

This article examines the uses and gratifications for watching The Last Dance, a sports documentary series about Michael Jordan and the Chicago Bulls, and assesses their effect on brand-user imagery fit and […]

Target audience through market segmentation: A brief example for DAZN

By Sebastiano Mereu on April 16, 2020 • ( Leave a comment )

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

By Sebastiano Mereu on April 11, 2020 • ( Leave a comment )
Integrated marketing communications mix

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

By Sebastiano Mereu on March 31, 2020 • ( Leave a comment )
Figure 1: Conceptual framework with spectator motivations and fan identification

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

By Sebastiano Mereu on February 17, 2020 • ( Leave a comment )
Inside of the Vaillant Arena before the Champions Hockey League game HC Davos - Frölunda HC on 12 January 2016. Photo by Fabien Perissinotto.

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

By Sebastiano Mereu on January 13, 2020 • ( Leave a comment )
Kaizer Chiefs wallpaper. Source: https://wallpapercave.com/w/wp3666396

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

By Sebastiano Mereu on July 5, 2017 • ( Leave a comment )
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

By Sebastiano Mereu on June 12, 2017 • ( 2 Comments )
Risky decisions and mental shortcuts

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

By Sebastiano Mereu on June 12, 2017 • ( 2 Comments )
Planned behavior

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

By Sebastiano Mereu on September 12, 2016 • ( 4 Comments )
Mereu (2016 ) Adaptation of Shannon-Weaver Communication Model for Social Media

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

By Sebastiano Mereu on August 18, 2016 • ( Leave a comment )
Figure 2: The Experiential Grid - SEMs and ExPros

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 […]

Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio

By Sebastiano Mereu on May 23, 2016 • ( Leave a comment )
Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio

One eminent question is hovering over the heads of marketers these days: Periscope or Facebook Live? In this post, we will look at eight live video broadcasting examples from New York City FC, […]

The 3 levels of emotionality of a picture: An Instagram example

By Sebastiano Mereu on April 25, 2016 • ( Leave a comment )
The 3 levels of emotionality of a picture: An example of Bonucci's Instagram

Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]

Applying the Experience Economy model to the Periscope channel of a football club

By Sebastiano Mereu on March 9, 2016 • ( 2 Comments )
The Four Realms of an Experience

Providing a holistic experience for football fans and online followers is an undertaking that football clubs tackle at various levels of the value chain with various degrees of success. The advent of the […]

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Football »

The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain

Driving fan engagement with Kaizer Chiefs F.C. on social media

Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot

Athletes »

The 3 levels of emotionality of a picture: An Instagram example

The Social Media PR Strategic Program Planning Model: A Mario Balotelli Brand Example

Yuya Kubo: The Branded Footballer

Boxing »

Target audience through market segmentation: A brief example for DAZN

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

Various »

The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands

The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands

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Top Posts

  • The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
    The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs
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    The Everton F.C. brand value and the Young & Rubicam model of brand dynamics
  • The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
    The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain
  • The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
    The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
  • 10 steps to create a content marketing plan for a football product: How to promote the Milan Derby
    10 steps to create a content marketing plan for a football product: How to promote the Milan Derby
  • Applying the Experience Economy model to the Periscope channel of a football club
    Applying the Experience Economy model to the Periscope channel of a football club
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    Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football
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    Customer Decision-Making and Involvement Theory: The case of the Eintracht Frankfurt jersey and post-purchase communication
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    9 content curation ideas for football clubs in social media: A Torino FC example
  • Birra Moretti - #MarketingThroughSports
    Birra Moretti - #MarketingThroughSports

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