Brian Solis – Sports Business Research Academy

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 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 Ultimate Moment of Truth: Understanding the journey of the dynamic football supporter

By Dr. Sebastiano Mereu on August 25, 2014 • ( 2 Comments )

One of the toughest questions marketing professionals get asked regularly is, “How can customers be engaged online to the point of becoming loyal customers?” Before answering that question, it is crucial to […]