promotion – Sports Business Research Academy

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 • ( 1 Comment )

Women's Boxing. Photo by LOGAN WEAVER on Unsplash

Consumption intentions for women’s sports and their respective marketing activities are under-researched in academia (Mumcu et al., 2016). Growing interest from global audiences and businesses highlights women’s sports potential and underline the […]

The integrated marketing communications mix in the digital age: Defining the promotional channels with examples of Paris Saint-Germain

By Dr. Sebastiano Mereu on April 11, 2020 • ( 3 Comments )

The discipline of marketing communications is one of the main components of marketing and seeks to promote the company or brand and its services and products across a variety of marketing and […]