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Full Description
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.
Contents
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
