Search Results

You are looking at 1 - 5 of 5 items for :

  • "innovative marketing" x
Clear All
Restricted access

Tim Ströbel, B. David Ridpath, Herbert Woratschek, Norm O’Reilly, Markus Buser and Michael Pfahl

. 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

Restricted access

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.

Restricted access

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

Restricted access

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

Restricted access

Gashaw Abeza, Jessica R. Braunstein-Minkove, Benoit Séguin, Norm O’Reilly, Ari Kim and Yann Abdourazakou

( 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 O’Reilly , N. , Pound , R. , Burton , R