YouTuber + marketing specialist + university lecturer + footballmarketing.tv + youtube.com/FromHeroToZero + DBA candidate at @EBS_global + @FHNWbusiness alumnus | All views are my own.
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.
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 […]
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 […]
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 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 […]
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 […]
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 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 […]
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.
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 […]
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 […]
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 […]
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 […]
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 […]
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; […]
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 […]
