Strategic Brand Management In and Through Sport (eBook, ePUB)

Redaktion: Manoli, Argyro Elisavet

• Format: ePub

Produktbeschreibung

This book explores how sport brands can be managed strategically, as well as how non sport brands can be managed strategically through their association with sport.

Despite decades of extensive research, brand management remains a priority for academics and practitioners alike. To this day, ample new and insightful research are being conducted on the matter, with questions around how a brand can be managed strategically still emerging. As the knowledge on the issue deepens, so does our interest in fully comprehending the fascinating and ever-developing strategic brand management, bearing in mind the ever-shifting environment in which brands operate.

A particularly interesting topic within the wider brand management literature is brand management both in and through sport. The study of how sport brands can be managed strategically, as well as how non-sport brands can be managed strategically through their association with sport remains an interesting and unique field, offering valuable insights due to sport's natural marketing advantage caused by people's increased interest in sport and its socio-cultural importance in our lives.

This book explores strategic brand management both in and through sport, thus helping in deepening our understanding of this promising field, while offering directions for future research in the area. The chapters in this book were originally published in Journal of Strategic Marketing.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Erscheinungstermin: 12. Februar 2025
• Englisch
• ISBN-13: 9781040311738
• Artikelnr.: 72679680

Autorenporträt

Argyro Elisavet Manoli is Associate Professor of Marketing and Management in Bergamo University. Following a career as a sports marketeer, Prof. Manoli begun her academic career in the UK. Her research interests focus on two broad areas, marketing communications management and integrity management in the context of sport.

Inhaltsangabe

Preface 1. Strategic brand management in and through sport 2. Seeing the
same things differently: exploring the unique brand associations linked to
women's professional sport teams 3. Building team brand equity through
perceived CSR: the mediating role of dual identification 4. Strategic sport
marketing in the society of the spectacle 5. Marketing of unhealthy brands
during the 2018 Fédération Internationale de Football Association (FIFA)
World Cup UK broadcasts - a frequency analysis 6. Strategic marketing
through sport for development: managing multi-stakeholder partnerships 7.
Does team identification of satellite fans influence brand-related
sponsorship outcomes? What we learned from Manchester United supporters in
Malaysia