Search Results - subject_exact:"Sports marketing"

When the face of the ad is bigger than the brand : how Zlatan Ibrahimović redefined advertising with athletes

Papp-Váry, Árpád Ferenc - 2025

Athletes today are no longer defined solely by their performance on the pitch; they have evolved into powerful personal brands that shape advertising narratives and influence consumer behavior globally. Their charisma, public personas, and ability to engage with audiences often make them as...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015399726

Mapping behavioral intention studies in sports marketing research : a review and future research agenda

Kumar, Chethan; George, Tijo - 2024

This study aims to provide a scientific and extensive review of behavioral intention studies in sports marketing research. Also, it informs directions for further studies that help in progressing sports marketing research. 362 articles were extracted using the Scopus database, and an extensive...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015443875

Sports NFTs as emerging marketing technologies : a systematic literature review of consumer value, brand engagement, and governance implications

Jia, Hui; Kim, Daehwan; Kwon, Hyunjin - 2026

Sports non-fungible tokens (NFTs) have rapidly emerged as tradable digital goods within platform-mediated marketplaces, reshaping how sports organizations, athletes, and brands design fan experiences and monetize digital assets. To consolidate fragmented scholarship and clarify the concept...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015653810

Sponsorship dynamics in low-media-coverage sports : an examination of Norwegian individual athletes and their sponsors

Romanelli, Mark; Kjærstad, Andrea; Moustakas, Louis - 2026

This study investigates why companies sponsor individual athletes in sports with low media coverage and how such athletes secure sponsorship agreements. While sport sponsorship research has predominantly focused on mainstream sports and event-based contexts, limited attention has been given to...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015633943

Strategic management of social media in mega sports events : an integrated framework for sponsorship and engagement

Koronios, Konstantinos; Dimitropoulos, Panagiotis; … - 2026

Social media has become a strategic driver of sponsorship effectiveness in major sporting events. At the 2024 Paris Olympics, digital platforms transformed how sponsorship relationships are formed, sustained, and activated for audience engagement. Yet, the mechanisms through which social media...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665681

Zwischen Inszenierung und Echtheit : digitale Markenwahrnehmung von OKTAGON MMA Deutschland in der Social-Media-Kommunikation

Perst, Florian; Schubart, Constantin; Welsch, Valeria - 2026

Social media has fundamentally changed how brands communicate and are perceived by consumers, increasing the importance of authenticity and credibility in brand communication. This study examines how social media campaigns by OKTAGON MMA Germany are associated with perceived authenticity,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015676277

Why do we play golf? : an exploratory research

Martín García, María del Mar; Ruiz-Real, Jose Luis; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015117943

Zwischen Inszenierung und Echtheit: Digitale Markenwahrnehmung von OKTAGON MMA Deutschland in der Social-Media-Kommunikation

Perst, Florian; Schubart, Constantin; Welsch, Valeria - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016062281

Social media impact on international sports events related to the brand Spain : a comparison between inner versus outside events

Küster, Inés; Vila-Lopez, Natalia; Mora, Elisabet; … - 2025

Purpose This study analyzes the impact of sports social media on a country regarding three international events connected to the brand Spain. It examines (1) the use and importance of various social media platforms in sports events and (2) identifies the countries generating the most social...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015372663

When the face of the ad is bigger than the brand: How Zlatan Ibrahimovi´c redefined advertising with athletes

Papp-Váry, Árpád Ferenc - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015424388

Athlete brand congruence as a measure to evaluate brand identity and image fit

Sotiriadou, Popi; Linsner, Annika; Hallmann, Kirstin; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015327208

Social media impact on international sports events related to the brand Spain: A comparison between inner versus outside events

Küster, Inés; Vila-Lopez, Natalia; Mora, Elisabet; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015454523

Governance, regulation and management of global sport organisations

Bayle, Emmanuel - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015147874

Impact and development of sport sponsorship : a three-decade bibliometric analysis (1993-2024)

Varea-Calero, Alfredo David; Rejón-Guardia, Francisco; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015423609

Sports as service : customer engagement in participant sports through the lens of marathons

Chifamba, Clive; Lim, Weng Marc; Vieceli, Julian Michael - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015466630

Fulfilment of sport consumption motives, fan commitment and loyal fan behaviour

Godbersen, Hendrik; Roß, Nina; Rebeggiani, Luca - 2025

Our study aims to identify the effects of the fulfilment of sport consumption motives on the components of fan commitment and their effects on loyal fan behaviour. Utilising a sample of 707 business psychology students, we measured the fulfilment of sport consumption motives, fan commitment and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015454983

Determinants of future intentions in a virtual career : the role of brand variables

Martínez-Cevallos, Daniel; Calabuig, Ferran; … - 2025

This study aims to analyze, through structural equation modelling, the interaction between the variables of congruence, trust, commitment, satisfaction and word of mouth (WOM) in the context of a virtual sporting event, determining the significant relationships between these variables and their...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015436054

Directions for future IS research on sports digitalisation : a stakeholder perspective

Haffner, Lily; Oshri, Ilan; Kotlarsky, Julia - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015439357

Metaverse marketing: a business-to-business analysis of brand strategies and Generation Z engagement in the sports industry

Hussain, Saima; Ahmed, Rizwan Raheem; Štreimikienė, Dalia - 2025

This research explores the interplay between the services the Metaverse industry provides, including brand gamification, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among Generation Z within the sports industry. Employing a...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015461911

Estimating the fundamental value of sports clubs and stadia : application to Panathinaikos FC and Leoforos

Bertsatos, Georgios; Sapountzoglou, Gerassimos - 2025

We propose a fundamental valuation model for sports clubs and stadia using discounted (adjusted) revenues. We argue that a sports club is a "quasi firm" that aims to balance budgets, achieve an efficient allocation of financial resources, and maximize revenues. Under this objective the sports...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015441794

Blockchain-based fan tokens as a strategic resource for sports clubs : Opportunities, challenges, and a stakeholder-oriented model

Ante, Lennart; Henninger, Lorenz; Bauers, Sebastian Björn - 2025

This article explores blockchain-based fan tokens, a type of cryptocurrency, as a strategic tool for sports clubs to raise funds and involve supporters more directly, offering new avenues for decision-making participation and exclusive fan activities. Drawing on expert interviews in professional...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015564612

Sport spectatorship in a virtual environment : how sensory experiences impact consumption intentions

Chung, Kyu-soo; Goebert, Chad; Johnson, John David - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015613872

Inter- and intra-team differences in professional sport fans' environmental attitudes

Kellison, Timothy B.; McCullough, Brian P.; Cianfrone, … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015614897

The impact of doping scandals on on-site spectator satisfaction at major sport events

Schnitzer, Martin; Piller, Sarah; Nadegger, Monica; … - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015614912

Examining the antecedent and consequences of relationship quality in the sport business

Toyota, Naoki; Matsuoka, Hirotaka; Kang, Taeahn - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015614947

Insights from the inside : marketing agency practitioners' perspectives on developing athlete brands

Manoli, Argyro Elisavet; Doyle, Jason P. - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015614953

When fans travel : determinants and effects of away support in football

Flintz, Joschka - 2025

This study examines the determinants of away fan attendance in Germany’s top three football divisions over six seasons and assesses its impact on match outcomes. The analysis reveals that, after conditioning on home and away teams, distance and kick-off time are the most important predictors...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015551525

Integrated women's football teams can attract larger stadium crowds

Hadwiger, Julian; Schmidt, Sascha L.; Schreyer, Dominik - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015586698

It's all about community : how new niche sports franchises can create highly engaged fans that are willing to pay more

Boehmer, Jan - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015589942

From podium to profit : how international sports wins boost national income?

Dittachai Chankuna - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015644904

Communicating inclusiveness through major sporting events : development and application of a framework

Lundberg, Erik; Björner, Emma; Osanami Törngren, Sayaka - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015515199

The effect of message framing and team identification on sport consumption : a regulatory focus perspective

King, Skyler; Karabas, Ismail - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015550480

Modelling perceived service quality and turnover intentions in gender-segregated environments

Olya, Hossein; Taheri, Babak; Farmaki, Anna; Gannon, … - 2022

Persistent link: https://ebvufind01.dmz1.zbw.eu/10012808012

Mapping behavioral intention studies in sports marketing research: a review and future research agenda

Kumar, Chethan; George, Tijo - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015457085

New sports stadia for Africa? : the impact of sportscape features on attendance intentions in sub-Saharan African club football

Quansah, Tommy Kweku - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014564376

Equity Crowdfunding in Sports Clubs: Consumer-Oriented Strategic Marketing

Kościółek, Szczepan - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014458229

The paradox of challenging and reinforcing stereotypes in women's sport sponsor communication

Napoli, Julie; Nicholls, Montana; Ouschan, Robyn - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10014549719

Service quality in spectator sports : a review and research agenda

Biscaia, Rui; Ramos, Ricardo F.; Yoshida, Masayuki; … - 2024

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015107979

What's up, mister! : an investigation of the team-fan conversational approach

Lo Presti, Letizia; Maggiore, Giulio; Marino, Vittoria; … - 2024

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015077502