co-branding – Sports Business Research Academy

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 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 semantic dimension and ingredient brands: The case of the YB Wurst

By Dr. Sebastiano Mereu on October 6, 2014 • ( Leave a comment )

I’ve been attending several BSC Young Boys matches at Stade de Suisse in Bern, Switzerland, the past couple of seasons and observed the cult of the YB sausage first hand. Yes, you […]

Create an ingredient brand to make sense of brand chaos: The overloaded LA Galaxy poster

By Dr. Sebastiano Mereu on September 1, 2014 • ( 2 Comments )

Source: Twitter.com/LAGalaxy A few weeks ago, a tweet by LA Galaxy, that was promoting an autograph-signing session with Juninho, caught my attention. The picture (or poster) in the tweet featured Juninho and explained where and when the autograph-signing would […]