High-level marketing plan for DAZN: A student exercise
The following post is a sample submission for the coursework in the module «Marketing and branding in the digital age» at B.H.M.S. Business and Hospitality Management School, Switzerland. My students’ task is […]
NFT sports collectibles: The effect of characteristics and consumer values on purchase intention
The following article summarises my study «NFT Sports Collectibles: Characteristics and Factors of Consumer Value», published in the 2023 IGI Global publication «Global Applications of the Internet of Things in Digital Marketing» […]
TikTok content categories, engagement behaviour and sports viewership: a pilot study on the NHL’s Stanley Cup 2022 final series
This research explores how social media content categories can affect user engagement behaviour and viewership of the NHL’s Stanley Cup 2022 final series on network TV and via streaming.
Spectator sports and the metaverse: Dimensions of perceived value that influence fans’ adoption intention
The following article summarises the empirical study «Dimensions of Perceived Value That Influence the Intention to Adopt the Metaverse: The Case of Spectator Sports Fans» written for the IGI Global publication «Promoting […]
📺 The motivational factors that influence the intention to watch the National Women’s Soccer League
Here a brief video summary of my empirical research answering the question, “Which motives have the greatest influence on the intention to watch the National Women’s Soccer League (NWSL)?” The analysis is […]
Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention
Women’s boxing has increased in popularity since its inclusion in the London 2012 Summer Olympics and due to the continuous promotional efforts of pioneering athletes like Katie Taylor, Clarissa Shields, and Amanda […]
Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey
The following study investigated the impact of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic retro jersey, with consideration to self-continuity, pride, team identification, team attachment, and […]
The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand
The following study examines the influence of brand cohesiveness and team identification on the fit of co-branding between the French football club Paris Saint-Germain F.C. (PSG) and the Nike-owned Jordan Brand, an […]
The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour
Engaging with others on social media while watching television (TV) or live-streaming any sort of entertainment has become a common phenomenon. It is occasionally referred to as second-screening or social TV, because […]
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 […]
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 […]
