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

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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 )

Driving fan engagement with Kaizer Chiefs F.C. on social media

By Dr. Sebastiano Mereu on January 13, 2020 • ( Leave a comment )
Kaizer Chiefs wallpaper. Source: https://wallpapercave.com/w/wp3666396

Section 1: Background to the research Fan engagement is often considered a priority for sports brands, because it can foster brand-customer relationships, strengthen brand loyalty, and, ultimately, increase revenue (Greve, 2014). With […]

Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot

By Dr. Sebastiano Mereu on July 5, 2017 • ( Leave a comment )
Motivation, ability, and trigger to promote a desired behaviour on Instagram: A Celtic FC snapshot

This blog post follows on the article «Juventus FC brand content on Facebook designed for heuristics» and discusses how motivation, ability, and trigger need to unfold in a logical way to promote […]

Juventus FC brand content on Facebook designed for heuristics

By Dr. Sebastiano Mereu on June 12, 2017 • ( 2 Comments )
Risky decisions and mental shortcuts

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

By Dr. Sebastiano Mereu on June 12, 2017 • ( 2 Comments )
Planned behavior

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 […]

The communication model of a Facebook live-video broadcast based on the Shannon-Weaver model: A practical example for football clubs

By Dr. Sebastiano Mereu on September 12, 2016 • ( 8 Comments )
Mereu (2016 ) Adaptation of Shannon-Weaver Communication Model for Social Media

Technological advancements originating from the Information Age, such as computer systems, telecommunication systems, and consumer electronics, converged into a multimedia system that made digital, computer-based and mobile communication ubiquitous (cf. Jenkins, 2006; […]

Analysing New York City FC’s social media activities from the perspective of Schmitt’s Experiential Grid

By Dr. Sebastiano Mereu on August 18, 2016 • ( Leave a comment )
Figure 2: The Experiential Grid - SEMs and ExPros

It is common knowledge that marketing is an established business discipline. Marketing-mavens such as Philip Kotler, Kevin L. Keller, and Seth Godin wrote seminal literature for marketing practitioners and students to revisit […]

Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio

By Dr. Sebastiano Mereu on May 23, 2016 • ( Leave a comment )
Football Clubs on Periscope and Facebook Live: Comparison of views-to-followers ratio

One eminent question is hovering over the heads of marketers these days: Periscope or Facebook Live? In this post, we will look at eight live video broadcasting examples from New York City FC, […]

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

By Dr. Sebastiano Mereu on April 25, 2016 • ( Leave a comment )
The 3 levels of emotionality of a picture: An example of Bonucci's Instagram

Today, we will discuss the 3 levels of emotionality of a perfectly branded Instagram photo. I mentioned the subject of this post, an Instagram photo of Leonardo Bonucci, already two years ago […]

Applying the Experience Economy model to the Periscope channel of a football club

By Dr. Sebastiano Mereu on March 9, 2016 • ( 2 Comments )
The Four Realms of an Experience

Providing a holistic experience for football fans and online followers is an undertaking that football clubs tackle at various levels of the value chain with various degrees of success. The advent of the […]

Live video broadcasting on Periscope: What’s in it for a football club?

By Dr. Sebastiano Mereu on February 9, 2016 • ( 1 Comment )
Periscope and football clubs

In regard to live video broadcasting possibilities such as Periscope, Meerkat, and Facebook, sports brands seem to follow a rather pragmatic approach and broadcast ad-hoc from their facilities without an organized concept […]

The »John Terry will leave Chelsea FC« tweet: A comparison of semiotic modes – picture vs. language

By Dr. Sebastiano Mereu on February 1, 2016 • ( Leave a comment )
John Terry leaves Chelsea FC | Source: twitter.com/espnfc

Brands can create social media posts containing anecdotes, photos, videos, or other material and their fans and followers can then interact with these posts by liking or commenting on them (Vries et […]

The 8 factors that constitute the meaning of a photo: A Borussia Mönchengladbach Instagram example

By Dr. Sebastiano Mereu on January 18, 2016 • ( Leave a comment )
Borussia Mönchengladbach Instagram exercise | www.footballmarketing.tv | Photo adapted from original at www.instagram.com/borussia

As the old adage goes, ‘A picture is worth a thousand words,’ and in today’s interconnected marketing environment it might be worth even more than that. Sharing photos with friends and strangers […]

Start With Why: Application of Sinek’s Golden Circle Model to FC Schalke 04

By Dr. Sebastiano Mereu on January 4, 2016 • ( Leave a comment )
FC Schalke 04 | Source: facebook.com/S04 | Date: 28 December 2015

Building long-term relationships with consumers has become one of the critical issues for marketers (Kotler and Armstrong, in Shank, 2002:383). Hence, relationship marketing should be considered an integral part of the marketing […]

How football brands used occasion-based communication to wish a Merry Christmas to their fans and followers in 2015

By Dr. Sebastiano Mereu on December 28, 2015 • ( Leave a comment )
Occasion-based communication for Merry Christmas 2015 | www.footballmarketing.tv

As the editors at Wonderwall.com underline, ‘just as fun as waking up to presents on [Christmas morning] was waking up to all the fun social media messages our favorite celebs have been […]

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

By Dr. Sebastiano Mereu on October 14, 2015 • ( Leave a comment )
Mario Balotelli Facebook Photo Stream

Chris Fill and Barbara Jamieson (2006:547) define public relations (PR) as ‘a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders,’ and explain that organisations can […]

Comparison of Stewardship Efforts on Instagram between Manchester City FC and Juventus FC

By Dr. Sebastiano Mereu on September 14, 2015 • ( Leave a comment )
Comparing how Manchester City FC and Juventus FC use the Stewardship model on Instagram

Sport clubs have been realising that building sustainable relationships with their stakeholders is a crucial step towards strengthening their brand. Abosag et al. (2012:1234) mention Calkins (2003), who proposes that branding has […]

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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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