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.
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 […]
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 […]
A member of the Linkedin group “Sports Business Institute Barcelona – Marketing & Management Professionals in Football” posted an interesting question, which he was asked to answer as part of an interview […]
According to Marketing-guru Seth Godin, content marketing is the only marketing that’s left (Pulizzi 2008). Especially these days, where social media makes it easier than ever before to share digital content from […]
Juventus FC just claimed their 4th consecutive Italian Serie A title this past weekend, and the 33rd in their history. The club is also still competing for the UEFA Champions League title […]
Football jerseys are the uniform of the modern football fan and stadium visitor. Real Madrid alone sold 1.4 million official replica jerseys last year (therichest.com). If we consider the numerous fans around […]
