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.
The Marketing Mix in the Digital Age Part 2: People, Physical Evidence, Process Management, and Productivity in the Context of Sports Brands
Part one of this article focused on the traditional 4 Ps of the marketing mix, encompassing the components of price, product, promotion, and place –– see here. Part two continues this discussion […]
The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
The marketing mix has been one of the core elements of marketing since the mid-twentieth century (cf. Kotler and Keller, 2012). This article elaborates on the traditional components of the marketing mix […]
Planned behaviour, risky decisions and mental shortcuts when designing a live video on social media for a football club
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 […]
Communicating the launch of a new mascot: A fictitious example of Germain, the Paris Saint-Germain lynx
A member of the Linkedin group “Sports Business Institute Barcelona – Marketing & Management Professionals in Football” posted an interesting question, which he was asked to answer as part of an interview […]
The anatomy of a valuable Celtic FC Facebook post: The case of «Ronny’s Roaring 100»
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 […]
E-Commerce and football clubs: The Hierarchy of Optimization applied to the AS Roma Store and FC Red Bull Salzburg fan shop
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 […]
Gamba Osaka: Football Brand Magic in Blue and Black
Football clubs often credit their biggest achievements to their 12th player on the pitch: their fans. Without the heart-felt support of their fans, many clubs might not be able to keep the […]