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The PSG x Jordan partnership

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

By Dr. Sebastiano Mereu
Montreal Canadiens, Bell Centre, 2018

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour  

By Dr. Sebastiano Mereu
Level5 Stadium. Avispa Fukuoka. J.League. (c) SportsBusinessResearch.org

How perceived brand globalness and localness affect viewing intentions of J.League viewers worldwide

By Dr. Sebastiano Mereu
Women's Boxing. Photo by LOGAN WEAVER on Unsplash

Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions

By Dr. Sebastiano Mereu

Spectator sports and the metaverse: Dimensions of perceived value that influence fans’ adoption intention 

By Dr. Sebastiano Mereu on November 1, 2022 • ( Leave a comment )

📺 The motivational factors that influence the intention to watch the National Women’s Soccer League

By Dr. Sebastiano Mereu on September 22, 2022 • ( Leave a comment )

Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention

By Dr. Sebastiano Mereu on July 16, 2022 • ( Leave a comment )

Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

By Dr. Sebastiano Mereu on January 19, 2022 • ( Leave a comment )

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

By Dr. Sebastiano Mereu on January 3, 2022 • ( Leave a comment )

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour  

By Dr. Sebastiano Mereu on October 15, 2021 • ( Leave a comment )

Spectator sports and the metaverse: Dimensions of perceived value that influence fans’ adoption intention 

By Dr. Sebastiano Mereu on November 1, 2022 • ( Leave a comment )
Spectator sports and the metaverse

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

By Dr. Sebastiano Mereu on September 22, 2022 • ( Leave a comment )
Motivational factors that influence the intention to watch the National Women’s Soccer League. Photo by Jamie Smed/Wikimedia.

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

By Dr. Sebastiano Mereu on July 16, 2022 • ( Leave a comment )
Ebanie "Blonde Bomber" Bridges. Photo: Matchroom Boxing.

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

By Dr. Sebastiano Mereu on January 19, 2022 • ( Leave a comment )
Minnesota Wild 2022 NHL Winter Classic jersey close-up. Photo: Sports Business Research Academy/Sebastiano Mereu

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

By Dr. Sebastiano Mereu on January 3, 2022 • ( Leave a comment )
The PSG x Jordan partnership

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  

By Dr. Sebastiano Mereu on October 15, 2021 • ( Leave a comment )
Montreal Canadiens, Bell Centre, 2018

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

By Dr. Sebastiano Mereu on April 19, 2021 • ( Leave a comment )
Level5 Stadium. Avispa Fukuoka. J.League. (c) SportsBusinessResearch.org

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

By Dr. Sebastiano Mereu on March 22, 2021 • ( 1 Comment )
Women's Boxing. Photo by LOGAN WEAVER on Unsplash

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

By Dr. Sebastiano Mereu on January 30, 2021 • ( Leave a comment )
Zlatan Ibrahimovic PSG jersey 2015

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

By Dr. Sebastiano Mereu on September 1, 2020 • ( 2 Comments )
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 […]

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

By Dr. Sebastiano Mereu on August 26, 2020 • ( 3 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 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

By Dr. Sebastiano Mereu on May 17, 2020 • ( 2 Comments )
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 that premiered in 2020, and assesses their effect on […]

Target audience through market segmentation: A brief example for DAZN

By Dr. 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 Dr. Sebastiano Mereu on April 11, 2020 • ( 3 Comments )
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 Dr. 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 Dr. 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 […]

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Football »

📺 The motivational factors that influence the intention to watch the National Women’s Soccer League

The ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand

How perceived brand globalness and localness affect viewing intentions of J.League viewers worldwide

Athletes »

Zlatan Ibrahimović and influencer marketing: How credibility and parasocial interaction influence purchase intentions of a football player’s social media fans and followers

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

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

Boxing »

Women’s boxing and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention

Intention to watch women’s boxing: Cognitive aspects of fans’ attitudes and their effects on consumption intentions

Target audience through market segmentation: A brief example for DAZN

Ice Hockey »

Retro marketing and ice hockey: The effect of nostalgia on the intention to purchase the Minnesota Wild 2022 NHL Winter Classic jersey

The influence of social TV on viewer loyalty of National Hockey League (NHL) viewers: ice hockey’s second screen and social media engagement behaviour  

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

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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
  • 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
  • Target audience through market segmentation: A brief example for DAZN
    Target audience through market segmentation: A brief example for DAZN
  • 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
  • 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 and social media content: The influence of Ebanie Bridges’ brand experience, perceived personality, and brand equity on viewing intention
  • 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 ‘PSG x Jordan’ partnership: How brand cohesiveness and team identification impact the co-branding fit between Paris Saint-Germain and the Jordan Brand
  • The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place 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
  • 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
  • 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
  • 9 content curation ideas for football clubs in social media: A Torino FC example
    9 content curation ideas for football clubs in social media: A Torino FC example

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