Branding a Professional Sport Team that Reenters the Same Marketplace: Stakeholders’ Perspectives

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-03-01 DOI:10.32731/SMQ.301.032021.01

François Rodrigue, Gashaw Abeza, Benoît Séguin, Eric MacIntosh

引用次数: 0

Abstract

This study explored stakeholders’ perspectives in building a professional sport franchise brand that is reentering the same marketplace for a third time following the folding of two previous franchises within the same sport league. To accomplish the study’s purpose, a qualitative method was employed where semi-structured interviews were conducted with 20 stakeholders of the reentering franchise. The findings uncovered five antecedents: game-extensions, owners’ credibility, community outreach, cross-promotions, and aligning with established brand. Theoretical contributions, practical recommendations, and directions for future research are provided.

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重新进入同一市场的专业运动队品牌:利益相关者的观点

本研究探讨了利益相关者在建立专业体育特许经营品牌方面的观点，该品牌在同一体育联盟中关闭了之前的两个特许经营权后，第三次重新进入同一市场。为了达到研究目的，采用了定性方法，对20名重新进入特许经营的利益相关者进行了半结构化访谈。调查结果揭示了5个先决条件:游戏扩展、所有者信誉、社区拓展、交叉推广以及与知名品牌保持一致。提出了理论贡献、实践建议和未来研究方向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.