Sports Business Research Academy

A critical analysis and discourse on sports marketing, branding, and communications

Wednesday, March 29th, 2023

Search for...

Category: Various

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 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 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 […]