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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 )

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 )

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 • ( Leave a comment )

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 )

Football Brands and the 3 Ms of Content Marketing: Make, Manage, and Market

By Dr. Sebastiano Mereu on June 18, 2015 • ( Leave a comment )
Opportunity to See OTS

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 […]

The experiential marketing system: A FC Red Bull Salzburg example

By Dr. Sebastiano Mereu on June 1, 2015 • ( 3 Comments )
Vissel Kobe v FC Tokyo, 22 March 2015 | Photo by Sebastiano Mereu, www.footballmarketing.tv

Marketing managers in football have been talking and trying to focus their efforts on creating an all-around experience for their fans on and off the pitch for many years. Since smartphones gave […]

The Everton F.C. brand value and the Young & Rubicam model of brand dynamics

By Dr. Sebastiano Mereu on May 18, 2015 • ( Leave a comment )
Brand Asset Valuator applied to Everton FC

Brand value has become a buzzword in recent times and many managers, consultancies, and companies have started to pay closer attention to it. The fact that Madden, Fehle, and Fournier (2006) mention […]

The DRIP Model applied to Juventus FC: An alternative to the established AIDA Model

By Dr. Sebastiano Mereu on May 4, 2015 • ( Leave a comment )
Juventus FC crest and scudetto

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 […]

Customer Equity: Why BSC Young Boys fans might have one of the highest customer values in Swiss football

By Dr. Sebastiano Mereu on April 21, 2015 • ( 3 Comments )
BSC Young Boys choreography, 25 June 2014

There is an obvious relationship between the investment a company makes in a customer relationship and the return that investment generates (Grant, 2008:324). Kotler (2003:76) claims that the aim of customer relationship […]

Paris Saint-Germain vs. FC Barcelona: The Social Media Comparison

By Dr. Sebastiano Mereu on April 7, 2015 • ( 3 Comments )
PSG vs FCB: Social Media Comparison title

Two greats of European football, Paris Saint-Germain and FC Barcelona, will meet in the UEFA Champions League semi-finals 2015 after having met in this season’s group phase, where both clubs won their respective home fixtures and […]

The anatomy of a valuable Celtic FC Facebook post: The case of «Ronny’s Roaring 100»

By Dr. Sebastiano Mereu on March 30, 2015 • ( Leave a comment )

Celtic FC’s «Ronny’s Roaring 100» Facebook post, published on 26 March 2015 Since the dawn of Facebook marketing, marketers have been searching for the anatomy of the prefect Facebook post – what it should […]

Manchester City FC as a «Question Mark» in the Boston Consulting Group’s Growth-Share Matrix

By Dr. Sebastiano Mereu on March 16, 2015 • ( 1 Comment )
MCFC as a Question Mark in the BCG matrix

Today’s post will analyze how the brand of Manchester City FC (MCFC) performs in regard to the top 10 clubs of the Deloitte Football Money League. We will use the Boston Consulting […]

Borussia Dortmund and Michael E. Porter’s «Drivers of Uniqueness» – Part 2/2

By Dr. Sebastiano Mereu on March 2, 2015 • ( Leave a comment )
BVB and the drivers of uniqueness

In a blog post I published two weeks ago – see here –, we started discussing how Robert M. Grant (2007:249) looked at differentiation and the provision of uniqueness, and at how a firm’s opportunities […]

Juventus FC vs. Borussia Dortmund: The Social Media Comparison

By Dr. Sebastiano Mereu on February 23, 2015 • ( Leave a comment )
Juventus vs BVB social media comparison

Tomorrow we will see Serie A table-toppers Juventus FC welcome German Bundesliga club Borussia Dortmund (BVB) at Juventus Stadium for the first leg of the UEFA Champions League Round of 16. As we have […]

Michael E. Porter’s «Drivers of Uniqueness» applied to Borussia Dortmund – Part 1/2

By Dr. Sebastiano Mereu on February 15, 2015 • ( 1 Comment )
Stade de Suisse - stands

Robert M. Grant (2007:249) explains that differentiation is concerned with the provision of uniqueness, and that a firm’s opportunities for creating uniqueness in its offerings to customers are not located within a […]

Li and Bernoff’s «POST method» applied to the Juventus FC campaign «Things Tevez Could Dribble»

By Dr. Sebastiano Mereu on February 2, 2015 • ( Leave a comment )

Examples from a hashtag search done on Instagram – #ThingsTevezCouldDribble It is safe to assume that football business managers will consider having an online marketing or communication strategy in place for their […]

E-Commerce and football clubs: The Hierarchy of Optimization applied to the AS Roma Store and FC Red Bull Salzburg fan shop

By Dr. Sebastiano Mereu on January 19, 2015 • ( 1 Comment )
Football Merchandise

Football Merchandise: A crucial part of marketing and potentially a good source of revenue Millions of euros worth of merchandise is sold every year on online shops of football clubs. The top […]

Occasion-based communication: How football brands wished their fans and followers a Happy New Year 2015

By Dr. Sebastiano Mereu on January 5, 2015 • ( 1 Comment )
A selection of Happy New Year wishes by football brands

First off, Happy New Year 2015. May it be a healthy, peaceful, and prosperous one for all of us, with loads of exciting football entertainment. Like every year, clubs, athletes and football […]

Yuya Kubo: The Branded Footballer

By Dr. Sebastiano Mereu on December 8, 2014 • ( Leave a comment )
Yuya Kubo BSCYB home jersey 2013-14

We continue our The Branded Footballer series with a Japanese youngster, who in 2012-13 received a good amount of interest from European clubs and finally ended up at BSC Young Boys in […]

6 Lessons from «The New Marketing of You»: Southampton’s Graziano Pellè and his Twitter activities

By Dr. Sebastiano Mereu on November 17, 2014 • ( Leave a comment )
Graziano Pellè on Twitter

Source: Twitter.com/GPelle19 Professional football players have recognised the potential of Twitter and how it can boost what Mitch Joel calls «The New Marketing of You» (Ctrl Alt Del, 2013). In this post […]

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Football »

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

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

Athletes »

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

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

Yuya Kubo: The Branded Footballer

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

Boxing »

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

Boxing to understand fan motivations for sports consumption: The Wilder vs Fury rematch

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