. Although sport management programs have been cooperating internationally for many years in areas such as research, faculty exchanges, and study abroad programs, a co-branding strategy along with the concept of a formal double degree program is novel. Therefore, this article is a case study of innovative
Search Results
Co-Branding Through an International Double Degree Program: A Single Case Study in Sport Management Education
Tim Ströbel, B. David Ridpath, Herbert Woratschek, Norm O’Reilly, Markus Buser, and Michael Pfahl
Push and Pull Factors in E-Sports Livestreaming: A Partial Least Squares Structural Equation Modeling Approach
Tyreal Yizhou Qian, Jerred Junqi Wang, and James Jianhui Zhang
Shifting from a player-oriented approach, e-sports has increasingly positioned itself as emerging spectator entertainment. In the wake of the growing online viewer market, the industry has made tremendous efforts to innovate marketing strategies and build up a base of passionate fans across the globe. To augment this endeavor, the current study investigated push and pull factors that influence e-sports online viewers’ consumption behaviors (N = 1,309) using partial least squares structural equation modeling. The authors proposed a new way to operationalize push and pull factors that have been relatively overlooked in the literature. The findings indicated that, while push and pull factors had different effects on e-sports consumption behaviors, they should be considered equally important in e-sports livestreaming. The study expanded our understanding of the attractiveness and desirability of e-sports and shed some critical light on management and marketing issues within and beyond the e-sports space.
Research Handbook on Sport and COVID-19
E. Su Jara-Pazmino
) identified the importance of digital communication channels and relationship marketing to manage and improve relationship networks across the sports clubs surveyed. In Chapter 14, Hebbel-Seeger et al. (2020) shared evidence that even though organizations pursued innovative marketing campaigns, little content
Using Profanity and Negative Sentiments: An Analysis of Ultimate Fighting Championship Fighters’ Trash Talk on Fans’ Social Media Engagement and Viewership Habits
Duarte Tereso, Sérgio Moro, Pedro Ramos, Teresa Calapez, Joana M. Costa, and Tyler Ratts
Sport Management Quarterly, 17, 132 – 151 . 10.1080/16184742.2016.1257039 Robbins , T. , & Zemanek , J.E. ( 2017 ). UFC pay-per-view buys and the value of the celebrity fighter . Innovative Marketing, 13 ( 4 ), 35 – 46 . https://doi.org/10.21511/im.13(4).2017.04 10.21511/im.13
Regulating Ambush Marketing in an Increasingly Social Era
John Grady
, 31 ( 1 ), 94 – 122 . https://doi.org/10.18060/24921 Nufer , G. ( 2016 ). Ambush marketing in sports: An attack on sponsorship or innovative marketing? Sports, Business, and Management, 6 ( 4 ), 476 – 495 . https://doi.org/10.1108/SBM-05-2013-0008 O’Reilly , N. , Pound , R. , Burton
Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication
Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove
approach . European Management Journal, 25 ( 1 ), 50 – 59 . doi:10.1016/j.emj.2006.12.002 10.1016/j.emj.2006.12.002 Brito , C. ( 2011 ). Relationship marketing: Old wine in a new bottle . Innovative Marketing, 7 ( 1 ), 66 – 77 . Burgess , L. , & Cooper , J. ( 2000, November ). Extending the
Focus on Brand Choice: Assessing the Behavioral Response to Sponsorship-Linked Communication
Christopher Rumpf and Christoph Breuer
) . Innovative Marketing, 3 ( 3 ), 19 – 27 . Hansen , F. , & Christensen , S.R. ( 2007b ). Emotions, advertising and consumer choice . Copenhagen, Denmark : CBS Press . Hasford , J. , Hardesty , D.M. , & Kidwell , B. ( 2015 ). More than a feeling: Emotional contagion effects in persuasive
Ambush Marketing Via Social Media: The Case of the Three Most Recent Olympic Games
Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim, and Yann Abdourazakou
Economy, 4 ( 9 ), 1 – 6 . 10.4236/me.2013.49A001 Nufer , G. ( 2016 ). Ambush marketing in sports: An attack on sponsorship or innovative marketing? Sport, Business and Management: An International Journal, 6 ( 4 ), 476 – 495 . doi:10.1108/SBM-05-2013-0008 10.1108/SBM-05-2013-0008 O’Reilly , N
The New Wave of Influencers: Examining College Athlete Identities and the Role of Homophily and Parasocial Relationships in Leveraging Name, Image, and Likeness
Yiran Su, Xuan Guo, Christine Wegner, and Thomas Baker
others in driving consumption ( Heere & James, 2007 ; Heere et al., 2011 ). By filling a gap between the ever-changing practices of innovative marketing and the paucity of existing research, this study contributes to the growing athlete branding literature. It also serves as a basis for future empirical
Fan Socializing and BIRGing: The Impact of Trait Competitiveness on Fan Behaviors
D. Todd Donavan, Mara F. Singer, and Brad D. Carlson
around entertainment pursuits. Red Bull, a leading energy drink brand, epitomizes this approach through innovative marketing strategies that captivate entertainment enthusiasts via gamification and an interactive digital community. Initiatives like the “Red Bull Stratos” campaign, featuring Felix
