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.
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 […]
Comparison of social media interactions with fans and followers of FC Tokyo, Monterrey Rayados and FC Spartak Moscow
Many people on the web have been complaining about the lack of online media engagement and information output by J.League clubs, and soon the assumption was made that J.League clubs do not […]