This empirical study evaluates how perceived brand globalness and localness of the J.League, affect viewing intentions of its audience worldwide. It further offers recommendations on how to develop and strengthen the intention to watch the J.League through marketing communications efforts.
Yuya Kubo: The Branded Footballer
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 […]
Yoichiro Kakitani: The Branded Footballer
This is the third post in our The Branded Footballer series, and this time we will look at Japan’s Yoichiro Kakitani, who moved this July from J.League club Cerezo Osaka to FC […]
Tokushima Vortis promt to buy merchandise offline… I say, good!
Textbooks on Sports Marketing claim that merchandising is a very important activity for promotion and spreading of a sports brand. Many clubs sell shirts, caps, scarfs, pens etc. with their logo on, […]